Building on its campaign from 2019, the ad’s theme is ‘Big on a Christmas you can believe in’, giving a nod to some of the most unbelievable tropes in modern ads.

It particularly pokes fun at fellow grocer Aldi’s Christmas ad, known for the adventures of Kevin the Carrot, with the line “Don’t need cutesy characters when carrots taste this good”– before a fork impales the sad carrot.

Juxtaposing animated against real food, Lidl has ensured its products stand out, with prices also front and centre.