Reindeer and lobster on the menu in Lidl's first Christmas TV ad

Lidl: reindeer and lobster are on the menu in the supermarket's debut Christmas TV ad
Lidl: reindeer and lobster are on the menu in the supermarket's debut Christmas TV ad

Discount supermarket Lidl aims to take a chunk of the Big Four's market share this Christmas, with its first multi-million-pound Christmas TV ad campaign promoting its Deluxe items such as festive reindeer steaks.

The decision to advertise on TV was made on the back of the growing success of Lidl's Deluxe range. The German-owned firm is forecasting that sales of Deluxe products will increase by 50 per cent on the same period last year, to £63.8m.

The UK-wide TV campaign (see below) goes live today and will promote a number of items from Lidl’s premium range, including whole, cooked lobster for £5.99.

Voiced by comedian Harry Enfield and featuring a cover of One Direction's 'All These Little Things', the campaign is airing on ITV, Channel 4, Channel 5 and Sky.

Reindeer, with its links to Father Christmas’ sleigh team, is going on sale for £7.99 as part of the premium range. According to reports, animal welfare groups have accused the firm’s sale of reindeer steaks as "sick".

Ronny Gottschlich, Lidl’s managing director, said: "Our Deluxe products have proven to be our best selling, along with our Comte de Brismand champagne, which speaks volumes for what our customers want.

"We feel now is the time to fully showcase the quality of these products with the vast expansion of the range and the addition of many new fresh British products, including the Fresh Bronze Turkey.

"We’ve had a huge increase in the number of customers coming through our doors because people are realising that they don’t need to shop anywhere else for Christmas."

Deluxe was originally devised as a seasonal brand, but after sales doubled between 2011 and 2012, from £19.5m to £40.2m, the supermarket decided to extend its availability beyond Christmas.

This year’s range will feature the introduction of 200 new products, including a Serrano ham for £39.99 and caviar for £1.49 a pot.

Earlier this month, Morrisons beat its rivals to become the first supermarket to launch a Christmas campaign.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers