Lidl’s Christmas advert stars Nico the Nutcracker
The supermarket’s second festive campaign of the season centres on food and family gatherings and promotes the return of its Christmas Toy Bank.
Lidl has launched a Christmas advert led by a character called Nico the Nutcracker.
In the ad, ‘Finding a festive wonderland is More to Value’, Nico guides shoppers through the supermarket’s Christmas range.
Food and festive get-togethers are at the centre of the campaign, as Nico brings the season to life with family meals, seasonal treats and time with loved ones.
According to Lidl, the ad strengthens its ‘More to Value’ positioning by putting its premium Christmas range at competitive prices front and centre.
It will appear on TV, social media, in-store displays and in Lidl’s Christmas magazine, and Nico will appear across the retailer’s wider seasonal marketing.
It is Lidl’s second Christmas campaign this year. Last week the supermarket launched ‘Lidl Christmas Everybody’, a musical spot in which EastEnders star Shaun Williamson, who played Barry Evans in the BBC soap, gave Slade’s Merry Xmas Everybody a supermarket twist.
The Nico ad also flags the comeback of the Lidl Christmas Toy Bank, through which customers can leave new, unopened toys at in-store collection points.
The scheme runs until 16 December. Toys collected will be passed to local communities in England, Scotland and Wales via the supermarket’s partnership with Neighbourly, a community giving platform. More than 250,000 toys have been distributed through the initiative over the past four years.
Supermarkets are stepping up their Christmas marketing, competing for shoppers with festive storytelling, celebrity partnerships and value-led messaging.
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