Lidl has today kicked off its 2022 Christmas promotional campaign with the launch of a moving 60-second clip starring ‘Lidl Bear’.
After accidentally finding fame and fortune in the tongue-in-cheek film, Lidl Bear inevitably comes home for Christmas as he prioritises what matters most: family and loved ones.
Premiering tonight on ITV during the network’s flagship ‘Coronation Street’ soap, the discount retailer has revealed that Lidl Bear will not be sold in stores as it instead urges shoppers to focus on what really matters at Christmas time: family and helping others.
In response to the ongoing cost-of-living crisis, Lidl is asking customers to participate in a charitable toy donation drive, by dropping off unwanted games, puzzles and books at local stores to be gifted to less fortunate children in the community.
“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,” Lidl GB marketing director, Claire Farrant said.
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“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.”
Lidl GB chief commercial officer Peter de Roos added: “Instead of selling Lidl Bear, we’re asking everyone who can to spare a bear, and other toys, to give to those in need this Christmas.
“From Kevin to Percy and everything inbetween, all toys will be welcomed with open arms – because there’s room for everyone at the table this Christmas.”
