Lidl‘s Christmas campaign for 2022 will definitely put you in the holiday mood! The 60-second commercial features Lidl Bear, who becomes a brand ambassador after a father realises his Lidl-branded jumper has shrunk. Consequently, the bear gets to wear it instead and finds fame throughout the supermarket before becoming an internet celebrity sensation. The British advertising blitz is running across TV, BVOD, OOH (out of home), cinema, print media outlets ,digital channels and radio during Christmastime.

Continuation of the Mascot Trend

British supermarkets have a history of using mascots, especially for their Christmas campaigns. The most famous amongst these mascots are Kevin the Carrot (Aldi) and Percy Pig (M&S).

Kevin the Carrot

Kevin the Carrot, along with his new friends, are back and available for purchase just in time for Christmas. His latest collection of football-themed plush toys can be seen in the new advert, which features Kevin and company playing a game of kickabout at the airport. After missing his plane home, Kevin is finally reunited with his family–Katie, Jasper, Chantenay and Baby–in Aldi’s Christmas advert this year. The limited edition Kevin the Carrot range will be available starting November 17th both online and instore.

Percy Pig

The Percy Pig advent calendar is ideal for fans of the counting down to Christmas. The mega Percy lovers will surely adore the letterset gift which includes a few perks like: filled with sweets, ‘Sty of Wonder‘, Chocolate Pennies, Merry Percymas Sweets and more. If you know someone who’s into baking, then go for the ultimate Percy Pig gift that comes with a Blondie Baking Mix included.

The extended collections of Percy Pig includes food items, and gifts and homeware.

Lidl Bear’s Toy Bank

Unlike Kevin the Carrot and Percy Pig, Lidl has declared that Lidl Bear itself is not available for sale, citing the ongoing environment, along with Christmas pressures. Instead, Lidl is driving donations of new, unwrapped toys and games to children across the U.K. through the Neighborly community network during the Christmas period with Lidl Bear’s Toy Bank.


Mascots are a key component of many Christmas campaigns from British supermarkets. This year, Lidl is continuing the trend with its own Lidl Bear mascot. While Kevin the Carrot and Percy Pig are available for purchase, one way or another, Lidl Bear is being utilised in a different manner. Ultimately, all three mascots are driving awareness and engagement for their respective supermarkets during the holiday season.