Lidl is aiming to tempt shoppers to its non-food ‘middle aisle’ with its new TV ad tonight.

The discounter’s latest ad, which will make its debut during the Coronation Street ad break at 8.45pm, features a woman who wakes up early to get to Lidl as soon as its middle aisle is updated, and diverts other shoppers away from the branch.

The execution aims to highlight that Lidl’s middle aisle, which offers a range of seasonal non-food items such as camping and gardening equipment, is updated twice weekly.

Claire Farrant, advertising and marketing director at Lidl UK, said: “Our middle aisles at Lidl provide our customers with a variety of innovative products at low prices that genuinely create excitement. Our latest campaign uses humour and the unexpected to capture the delight and thrill of getting your hands on these lifestyle products before anyone else.”