Lidl_2022 Christmas Advert_1

Source: Lidl

The discounter’s 2022 Christmas campaign centres on a toy bear thrust into the spotlight thanks to its festive Lidl jumper

Lidl has become the first sponsor of Spotify’s ‘UK Christmas Number 1s’ playlist, in an extension of the discounter’s toy bear-themed festive ad campaign.

The deal sees Lidl audio ads featured alongside tracks in the streaming service’s playlist of 45 number one Christmas hits from through the decades.

The supermarket’s 2022 Christmas ad campaign centres on a toy bear thrust into the spotlight thanks to its festive Lidl jumper. It is a linked to a charitable initiative in Lidl’s stores, where ‘toy banks’ have been installed for shoppers to donate new gifts for children who might otherwise go without this Christmas. Customers have until 16 December to drop off new and unopened toys and games at the collection points in Lidl stores across the country.

“This Spotify partnership is another great new media activation to support Lidl Bear and the Christmas campaign, to continue to bring festive joy to the nation,” said Lidl GB head of campaigns and media Jo Gomer.

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“When we set out developing Lidl Bear our goal was to create humour and deliver our message about what’s important this Christmas. That’s why, rather than selling this unlikely celebrity, it has instead been the inspiration for our Christmas charitable drive.

“And as we get closer to the deadline for donations on 16 December, we want to encourage anyone that can to head down to their local store and donate – helping to ensure every child experiences the joy of a beloved toy this Christmas.”

Lidl’s Christmas bear is also featuring in a playable ad on the mobile app gaming network of entertainment company King. The ad sees the bear parachuting through the night sky, as gamers are challenged to guide it home. It’s appearing alongside popular games such as Candy Crush, where players will be able to earn rewards such as extra lives.