The spot, by TBWA\London, does not feature the Lidl Surprises strapline and introduces the #SchoolOfChristmas. It will break first on social media this morning (1 Nov) and will air on TV tonight.
The Lidl School of Christmas offers festive tips and ideas including how to light a Christmas pudding and, most importantly, how to pretend to like ill-fitting presents. The ad explains Lidl has ‘Every Lidl Thing for Christmas’.
For the first time, Lidl has debuted the campaign on social media in what it says is a "festive gesture of thanks" for the loyalty offered by "Lidlers".
The brand has also launched a virtual School of Christmas across social and digital channels, with extra ‘lessons’ and tips from Michelin star awarded Kevin Love.
In 2014, Lidl's festive spot featured a group of unsuspecting consumers tucking into a Christmas feast made with Lidl fare, which they believed had been prepared with ingredients from more upmarket retailers such as M&S or Waitrose.