Lidl is set to debut its first ever TV advert in the UK, with a festive campaign for its premium private label range.
The campaign will focus on Lidl's Deluxe range, as it looks to position itself as a credible option for 'the big Christmas shop'. The campaign will feature across a variety of TV channels, including ITV and Sky. The advert will feature a variety of products, including a whole cooked lobster, which has been a good seller for Lidl in previous years.
Ronny Gottschlich, Lidl UK Managing Director, said "We feel now is the time to showcase the quality of these products with the vast expansion of the range and the addition of many new fresh British products, including the Fresh Bronze Turkey. We've had a huge increase in the number of customers coming through our doors because people are realising that they don't need to shop anywhere else for Christmas".
Aldi follows suit with its Christmas ad campaign focusing on how much shoppers like its festive range. The 30 second ad features a number of family characters saying which Aldi products they like at Christmas. Products featured including champagne, salmon and mince pies.
In contrast to previous 'Like Aldi' campaigns, no price comparisons are made, an approach which puts more emphasis on product quality. The ad finishes on a humorous note with a weary Father Christmas saying he'd like a holiday in Barbados. The ad was previewed on Facebook on November 4th and uses the strapline "Aldi. There's a lot to like this Christmas."
