Titled ‘The Little Present’, the 60-second advert from TBWA London follows the format of its previous ads and shows local people trying food as part of a Christmas feast.
They comment on the quality and taste of the food before trying to guess where it comes from. They are then shown to be surprised when told it is from Lidl.
Ronny Gottschlich, Lidl UK’s managing director, said the ad aims to show customers don’t need to break the bank to have a great festive season.
“We’ve sourced some of the finest foods from across Europe to complement our fresh, local produce, so everyone can make the most of this special time of year, regardless of budget,” he added.
The cinema version of the advert has already aired across UK cinemas but the TV ads in 30, 20, and 10-second formats roll out November 6.
It has been supported by print advertising carrying comments posted by customers on social media using the hashtag #LidlSurprises.
The discount retailer has also invested in digital display to drive traffic to its Christmas site.