Lidl has unveiled its latest Christmas advertising campaign, starring ‘Nico the Nutcracker’.

The advert, titled ‘Finding a festive wonderland is More to Value’, follows Nico as he takes shoppers on a journey through Lidl’s Christmas offering.

The campaign places food and festive gatherings at its heart, with Nico bringing Christmas to life through family dinners, seasonal treats and moments shared with loved ones.

The supermarket said the advert reinforces its ‘More to Value’ positioning, showcasing its premium Christmas range at competitive prices.

The campaign will run across television, social media, in-store displays and Lidl’s Christmas magazine, with Nico featuring throughout its seasonal marketing activity.

It follows Lidl’s earlier Christmas campaign featuring EastEnders star Shaun Williamson, which launched last week.

Titled ‘Lidl Christmas Everybody’, the musical campaign saw Williamson, best known for playing Barry Evans in the BBC soap, put a supermarket spin on Slade’s festive classic Merry Xmas Everybody.

The new advert also highlights the return of Lidl’s Christmas Toy Bank, which encourages customers to donate new, unopened toys at collection points across its stores.

Running until 16 December, the initiative will see donations distributed to local communities across England, Scotland and Wales through Lidl’s partnership with community giving platform Neighbourly.

As Retail Gazette previously reported, the initiative has distributed more than 250,000 toys over the past four years.

The latest campaign comes as supermarkets ramp up their Christmas marketing activity, with retailers competing to attract shoppers through festive storytelling, celebrity partnerships and value-led messaging.

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