A 30-second TV spot, created by TBWA\London, conveys the supermarket’s "surprises with truth" messages, as part of Lidl’s wider "surprises" campaign.
In the ad, the teacher announces that the class will be organising an Easter egg hunt.
The children, who attend Princess Frederica School in Kensal Rise, northwest London, are then given Lidl products to hide around the classroom and playground.
The spot, which broke on ITV last night [6 March] during Doctor Thorne, was written and art directed by Ben Fallows and Matt Deacon at TBWA\London. It was directed by Jim Gilchrist through Outsider and Starcom Mediavest Group handled the media planning and buying.
Further campaign executions will launch on press, outdoor, point of sale, digital, radio and social.
Lidl is also encouraging families to participate via a series of short videos, created by Cubaka, for the retailer’s social channels. In each video, children are asked a question about Easter and their spontaneous responses are captured, encouraging the public to share their children's 'pearls of wisdom' for the duration of the Easter campaign.
Claire Farrant, the advertising and marketing director at Lidl UK, said: "Family and treating your loved ones remain at the heart of our latest campaign, and we wanted to underline Lidl’s role as the go-to supermarket for the weekly shop and for special occasions.
"Our Easter campaign this year perfectly captures the authentic reactions from real life parents and children as they celebrate this occasion with the great range we offer at Lidl, highlighting our high quality and provenance at low prices."