Lidl encourages shoppers to ‘upgrade their Christmas’ by shopping at the discounter

Lidl has revealed the first TV ads for its 2018 Christmas campaign, ‘Upgrade your Christmas’, playing out “modern and relatable” festive occasions with a comedic twist.

Created by TBWA\London, the product-focused ads have been designed to demonstrate how Lidl can “upgrade” people’s festive celebrations without adding to the cost.

The spots imagine scenarios where Lidl customers have done Christmas so well – thanks to Lidl food, of course – that they have gone too far on other extravagances such as a cul-de-sac ice rink, a dining room orchestra, giant Christmas tree, imported Arctic snow and reindeer grazing by the dinner table.

Based on consumer insight, the strategy leans on the finding that families no longer feel they have to shop at expensive grocery retailers to get the quality they want and expect at Christmas. The spots aim to showcase Lidl’s “versatile array” of festive food and drink, ranging from premium gins, vegetarian options and party food, to the full Christmas dinner spread.

“Christmas is a time to go the extra mile when treating friends and family, and with this series of adverts we want to demonstrate that Lidl is the only place to properly upgrade your festive celebrations,” says commercial director Ryan McDonnell.

“Our classic humour and imagination run through the series, providing Lidl laughs and mouth-watering products to marvel at.”

The first three 20-second executions of the campaign debut tonight (2 November) during ITV’s Coronation Street. These will feature the indoor orchestra (highlighting turkey), the imported snow (highlighting seasonal party food) and the Christmas tree (highlighting gin). The remaining spots will air in the run-up to Christmas.