Lidl has launched its 2025 Christmas campaign with a reflective advert told through the eyes of a young girl exploring what makes the festive season special.
The spot opens with the child asking: “Why do we love Christmas so much?” before describing how, at this time of year, people are “less grumpy”, and “want to make each other feel more loved”. The film cuts between families sharing meals and small, human moments that capture generosity and togetherness.
The visuals show fresh fruit, vegetables and turkey rather than typical indulgent confectionery lines, reflecting a careful approach following the recent HFSS advertising restrictions. Lidl GB CEO Ryan McDonnell told The Grocer last month that there was “a lot of uncertainty” in how the new voluntary rules would affect supermarket Christmas campaigns, prompting more “conservative” creative choices across the sector.
What it lacks in sparkle, the festive film makes up for in sentioment, as it closes by urging viewers to “find the value in sharing joy by donating to Lidl’s Toy Bank” – a nationwide initiative first launched in 2022.
The scheme allows customers to drop off new, unopened toys in stores to be distributed via charity partner Neighbourly to families in need. It has since become a central part of Lidl’s festive activity, supporting thousands of children each year.
The retailer will hope the meaningful message resonates with its growing customer base after another year of sales and profit growth, as it spotlights that generosity and the real value of gifting – not just low prices – sits at the heart of its brand this Christmas.
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