Move Over Kevin The Carrot, There's A New TV Icon In Town

lidl christmas advert
Lidl's 2022 Xmas Advert Features Adorable BearLidl

Christmas advert season has well and truly arrived, and Lidl is the latest supermarket to unveil its Christmas advert - featuring Lidl Bear, the most adorable new festive character.

Lidl has been teasing fans with Lidl Bear popping up on TV and on social media ahead of the advert's official release. And the advert is pretty sweet. Lidl Bear’s story begins when a dad accidentally shrinks his jumper (Lidl themed obviously) in the wash, and his young daughter has the ingenious idea of putting it on her teddy bear.

And, just like that, a star is born but the main question is... Will Lidl Bear make it back home for Christmas with its family?

But there's a catch. Unlike lots of other Christmas advert characters that become in-store festive merch, Lidl announces "it absolutely won’t be on sale in Lidl."

lidl christmas advert
Lidl

“What stands Lidl Bear apart from other Christmas characters is its hilarious, deadpan expression. By displaying no emotion it manages to create humour and deliver our message about what’s actually important this Christmas," says Claire Farrant, Marketing Director at Lidl GB.

“You also won’t be seeing Lidl Bear for sale in any of our stores – because, in the face of unrealistic Christmas expectations and pressure, we know what really matters is being with the people we care about.”

Instead, Lidl has announced its Christmas charitable drive, helping to ensure every child experiences the joy of a toy this Christmas. Lidl Bear’s Toy Bank is a nationwide donation initiative, giving new or unwrapped toys and games to children across the UK through the Neighbourly community network.

“Instead of selling Lidl Bear, we’re asking everyone who can to spare a bear, and other toys, to give to those in need this Christmas," says Peter de Roos, Chief Commercial Officer at Lidl GB.

"From Kevin to Percy and everything in between, all toys will be welcomed with open arms – because there’s room for everyone at the table this Christmas."

Customers can drop off new and unopened toys and games, to be gifted to children that need support in their local area. Donations can be anything - from a small stocking filler to something bigger. Sought-after items include toys, games, books, puzzles, and arts and crafts, for a range of ages.

In addition, the supermarket has committed £250,000 for charities during the festive period – including a £125,000 donation for the toy bank initiative – and has also pledged to donate more meals than ever over the festive period.