Lidl Bear campaign may be the cutest ever Christmas creative


Supermarket group Lidl has launched a new Christmas ad campaign featuring the Lidl Bear, which we think could become THE Christmas must have of 2022 – even though it won’t be for sale.

However, there is a brilliant reason for this.

Lidl Bear

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 humour and deliver our message about what’s actually important this Christmas.

“You also won’t be seeing Lidl Bear for sale in any of our stores – because, in the face of unrealistic Christmas expectations and pressure, we know what really matters is being with the people we care about.”


In fact, rather than selling the character, Lidl Bear has instead been the inspiration for Lidl’s Christmas charitable drive – helping to ensure every child experiences the joy of a beloved toy this Christmas.

Lidl Bear’s Toy Bank is a nationwide donation initiative, giving new or unwrapped toys and games to children across the UK through the Neighbourly community network.  

Bear necessities: Lidl’s cute new character has a potent giving message behind it.

Customers can drop off new and unopened toys and games, to be gifted to children that need support in their local area. Donations can be anything – from a small stocking filler to something bigger. Sought-after items include toys, games, books, puzzles, and arts and crafts, for a range of ages.

In addition, the supermarket has committed £250k for charities during the festive period – including a £125k donation for the toy bank initiative – and has also pledged to donate more meals than ever over the festive period.

As part of the supermarket’s long-standing work within local communities, Lidl GB will also donate a selection of festive food items as part of its regular food donations.

These will go to local charities and community groups, which – together with their food surplus programme – will equate to over 1 million meals.

The campaign was produced and executed by Accenture Song. Media planning and buying is managed by OMD, PR by The Romans, and social media by We Are Social.

Nik Studzinski, Accenture Song Chief Creative Officer, 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.”

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