With Percy Pig and Kevin the Carrot, British supermarket chains have been introducing brand mascots to lead their Christmas campaigns. Now retail rival Lidl is getting in on the act by debuting its own cuddly character.

The supermarket chain’s Christmas advert this year features Lidl Bear, an expressionless soft toy who becomes a brand ambassador, almost by accident, after a father discovers his Lidl-branded jumper has shrunk in the wash. As a result, the bear gets to wear it instead, finding fame in the aisles of the supermarket before going on to become a celebrity sensation.

The 60-second film from Accenture Song will be supported by 20-second and 10-second edits focusing on the bear and his family during Christmas and featuring different elements of the brand’s festive food offerings.  

The campaign will run across the U.K. during the festive period over TV, BVOD, OOH, cinema, print, digital and radio from Friday.  Media planning and buying has been managed by OMD, PR by The Romans and social media by We Are Social. 

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

Farrant added that the Lidl Bear would not be for sale. “In the face of unrealistic Christmas expectations and pressure, we know what really matters is being with the people we care about,” she said.

Instead, Lidl has begun a charity drive over the Christmas period by creating Lidl Bear’s Toy Bank to drive donations of new and unwrapped toys and games to children across the U.K. through the Neighborly community network.

It will also donate hundreds of thousands of pounds to charities over the festive period.  

Nik Studzinski, Accenture Song’s chief creative officer for EMEA, said, “At its heart, this year’s Lidl Christmas campaign is a cautionary tale told through the eyes of a little girl’s teddy bear, urging us to hold on tight to the things that really matter. Being with the people you love and sharing some delicious, great value food. In short, a Christmas you can really believe in.”

CREDITS:

Project: Christmas 2022

Client: Lidl

Marketing Director: Claire Farrant

Head of Campaigns & Media: Jo Gomer

Campaigns Team Manager: Stephen Dawes

Creative Lead: Victoria Foster

Design Lead: Michael Hirst

Marketing Campaigns Manager: Jess Foley

Creative Agency: Accenture Song

Chief Creative Officer: Nik Studzinski

Creative Directors: Luke Ramm, Joe Holt, Robert Amstell, Matthew Lancod

Senior Producer: David White

Assistant Producer: Rosie Rowsell

Business Lead: Amanda Taylor

Account Director: Rupert Bloor

Account Manager: Kristen White

Planning Director: Claire Taylor

Creative Production Lead: Kate Madden

Production Company: Hungry Man

Director: David Kerr

Managing Partner: Matt Buels

Producer: Jack Beardsley

Production Manager: Polly Leach

DoP: Simon Chaudoir

AD: Phil Booth

Production Designer: Jacqueline Abrahams

Casting Director: Sarah Crowe Casting

Food Stylist: Dagmar Veseley

Edit: The Assembly Rooms

Editor: Adam Spivey

Edit Assistant: Eden Read

Producer: Phoebe Armstrong-Beaver

Post Production: Rascal Post

Colourist: James Bamford

ECD/VFS Supervisor/2D Lead Compositor: Andrew ’Barnsley’ Wood

Compositor: Holly McLean

VFX Producer: Colin Oaten

Colour Producer: Jai Durban

Motion Graphics: Matt Osborne, Steve Hill

CG: Mikael Theander, Adam Ahlgren

DMP: Jordan Haynes, Amy Paskow

2D Roto: Rajesh Murthy @ Team VFX

Sound: 750mph

Sound Design & Mix: Sam Ashwell, Marcin Pawlik

Sound Producer: Olivia Ray

Music: Major Tom

Producer: Tessa Harris

Composer: Samuel Pegg