LIDL has taken aim at rival Aldi and its festive mascot Kevin the Carrot in its very tongue-in-cheek Christmas advert.
The clip – titled “Big On a Christmas You Can Believe In” – sees Lidl take the mick out of Kevin by showing a carrot being stabbed with a fork.
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As a tear emerges from the carrot’s eye, a line in the song goes: “We don’t need cutesy characters when our carrots taste this good.”
The entire advert from Lidl pokes fun at emotional Christmas adverts in general, not just Aldi.
The clip starts by showing the outside of a snowy house as a little girl leaves a mince pie on the windowsill.
As a little robin flies to the window, the song goes: “Could a friendship be ahead? No… it’s a Christmas ad from Lidl with great prices instead.”
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The scene then switches to inside the house as a family sits down for Christmas dinner.
As the camera pans around the dinner table, viewers see images of Lidl’s festive food as the song continues to make playful references.
The unnamed narrator sings: “Free range British turkey, smell the magic.
“A jumper with our logo and a pig in blanket. Emotional gravy, that potato looks nice.”
After poking fun at adverts that “make you feel sad”, it ends with the Lidl logo lit up in Christmas lights on the roof of the house.
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The final line from the narrator is: “At Lidl, we’re big on a Christmas you can believe in.”
Lidl debuted its advert on Twitter this morning and it’ll get its TV preview tomorrow during the ad break for I’m a Celebrity… Get Me Out of Here!.
I’m a Celebrity… airs at 9pm on ITV 1.
Ryan McDonnell, commercial director at Lidl GB, said: “We all need a little light relief this year.
“We wanted our Christmas ad to show customers that our commitment to high quality at Lidl prices means everyone can believe in a great Christmas – and we had a bit of fun doing it too!”
The release of the advert comes as Lidl has launches its “Teaming up to Tackle Hunger” scheme which allows customers to donate food items directly to their local community at the till.
The supermarket will then match every donation made.
It forms part of Lidl’s ongoing partnership with Neighbourly, which has seen the grocer donate over 6million meals to 2,220 local charities.
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The “A Christmas You Can Believe In” tagline was also used by Lidl in its 2019 Christmas advert.
Last year’s ad followed a similar theme of making Christmas affordable, with the clip showing stereotypical family scenes – including diners having to sit on garden furniture when they run out of chairs.
Aldi, meanwhile, has used Kevin the Carrot as the star of their Christmas adverts for the past five years.
This year’s advert sees Kevin battle to get home after being ejected from a fighter jet by Lieutenant Turkey.
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