Dan Cunningham on Relaunching Berghaus' Icons with Liam Gallagher and Why Lidl's Playful Reaction Boosts Both Brands

It’s 1997 and the Oasis Be Here Now tour is in full swing. U2, Oasis’ support act, have left the stage. Out comes Liam Gallagher, tambourine in hand, glaring through red-tinted sunglasses in his Berghaus jacket. It's an image burned into the collective memory of 90s Britpop. 

So, now to revive the Icons. That same Gallagher fronts the new Berghaus Icons campaign. A week in, the campaign initially garnered widespread attention from traditional, music and pop culture publications celebrating the collaboration. 

The Trango, Mera Peak, and Lumley jackets’ reissue is a modern yet familiar take on British heritage. Gallagher’s involvement gave the collection an authentic edge, particularly in outlets celebrating his ongoing connection to the brand.

But the campaign’s reach soon expanded into the world of FMCG press and amped up social media virality. Lidl’s cheeky “Lidl Jacket” OOH ad, placed in front of a Berghaus x Gallagher mural in Manchester, brought unexpected humour and gathered broader media attention for both brands. Mainstream media and social channels jumped on the story, with audiences enjoying Lidl’s playful jab.

I sat down with Dan Cunningham, Berghaus’ Global Head of Brand to discuss the campaign and the brand’s innovation as it nears its 60th anniversary.

How has Lidl's clever response gone down internally? 

DC: “It’s been a bit of fun and fans the flames. We’ve liked it.”

What are the key messages or themes you aim to convey through the marketing of this collaboration, particularly in connecting with both nostalgic fans of the 90s and a new generation of outdoor and fashion enthusiasts?

DC: The key message with this campaign is one of a comeback, reminding people Berghaus is an iconic British outdoor brand, with Liam Gallagher setting the tone. Alongside this is a strong product message: the Trango, Mera Peak, and Lumley are iconic pieces of British outerwear that have defined Berghaus' cultural bond with Britain. Reissuing them shines a spotlight on our longstanding maverick status in the outdoor scene.

How did the collaboration with Liam Gallagher come about, and why was he chosen as the ideal fit?

DC: Liam was always number one for this. He has been part of the Berghaus community dating back to his youth—both his on- and off-stage wardrobe—so we’re part of each other's story, and that’s the authenticity of it. While this move is timely, he’s also a celebration of all things British: music, fashion, heritage, identity, iconicity. Plus, we wanted a timeless, powerful image—and you don’t get any more so than LG. He sets a tone that only Liam can.

Can you share any innovations in the latest Trango jacket, and how do these reflect the brand's goals as it approaches its 60th anniversary in 2026?

DC: The Trango is a true piece of innovation. When it first launched in 1986, it was light years ahead, originally designed for the first British attempt to summit K2 and quickly adopted by Mountain Rescue. We’ve reissued it with care, keeping the silhouette but integrating Gore-Tex’s latest ePE sustainable waterproofing technology. For us, innovation has always been essential. Every range brings something new, from patterning jackets to pioneering new materials. We’re excited about female-first innovations launching next year."

To read more about Berghaus’ story from the peaks to the streets read our interview with Dan Cunningham.

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Lidl’s reactive marketing didn’t just entertain; it boosted visibility for Berghaus, bringing the brand to a wider audience through relatable humour. It complements Berghaus’ presence, while reinforcing Lidl’s playful, budget-friendly identity.

We contacted Lidl for comment and Joanna Gomer, Marketing Director for Lidl GB said, “Just like Berghaus, we have built a loyal customer base who demand both quality and value for money. The gift with this collection was the use of our iconic brand colours and the moment it dropped both our team, and Lidl's army of fans on social media, noticed it.“We knew immediately we had to react in a way that felt truly ‘Lidl’ – simple, bold and with a knowing wink. But more importantly, we had to move at the speed of culture to make it happen.”

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Marcos Angelides, Co-Managing Director at Spark Foundry said, “When it comes to reactive marketing, people assume you simply have to be quick. But it's more than that. You have to go all the way. The joke has to be punchy. The presence has to be large, and the media placement has to be perfect. That's exactly what Lidl and their partners have done here.”

On LinkedIn, International Olympic Committee Head of Marketing Strategy, Jason Steele, noted: “It worked for me. LG in a Berghaus, fed to me by the algorithm, via a gag made by Lidl. Didn’t like the colour, but clicked and realised there was a green version…” 

A Union of British Icons 

Berghaus, founded in 1966, has long been synonymous with British outdoor performance gear. Climbers like Sir Chris Bonington and Alan Hinkes trusted the brand for expeditions to Everest. But its reputation isn’t just built on the mountains—it has also pervaded Britpop, football, and rave cultures. When Gallagher first sported Berghaus during Oasis’s Be Here Now tour, he inadvertently made it a streetwear staple.

Now, the series of images are bold, straightforward, and character-driven, captured by Alasdair McLellan. The campaign reclaims this rugged style and presents the reworked icon to a new audience.

Gallagher’s Instagram post showcasing the Trango jacket amassed over 82.3k reactions and 1,300 comments, sparking dialogue (Lidl’s comments included) across generations. 

Sir Christopher Bonnington joins Gallagher as brand ambassador; Also the brand’s Non-Exec Chairman, the British mountaineering icon wears the Lumley.

According to the brand, “Sir Chris played a fundamental role in testing and refining what became pioneering insulated outerwear from Berghaus. Expertise through exploration, ensuring outerwear that was engineered to withstand the harshest of mountain conditions: the summits of K2 and Everest. The legacy of this partnership is continued today with the Lumley Down Jacket.”

Product and Customer Experience 

While marketing press like to discuss the creative and ‘ad of the day’, ultimately, it’s the product quality that will uphold Berghaus’ legacy. In marketing, beyond the narratives, product trumps all else. The jackets are the stars here, built on decades of durability, innovation, and consistent customer trust—qualities Berghaus continues to cultivate with care. 

This approach is reflected in their Trustpilot ratings, where satisfied customers frequently applaud both quality and longevity, supporting Berghaus’ identity as a brand that doesn’t just look the part but performs as intended.

Product remains the most impactful ‘P’ that marketers can influence. And it’s also influencing the ‘P’ indirectly, by ensuring that customer insights, brand positioning, and product refinements align with consumer expectations. For Berghaus, the Icons campaign—and even Lidl’s playful jab—rely on the strength of a quality product. This dedication to refinement, both through function and form, continues to drive Berghaus’ place in British hearts and wardrobes alike.