Lidl has kicked off the seasonal celebrations with the launch of its 2025 Christmas campaign, bringing back its popular Toy Bank donation initiative alongside a new festive advert.
The supermarket’s charitable scheme, which runs in partnership with Neighbourly, saw more than 100,000 toys donated last year to children who might not have received presents otherwise.
Echoing the spirit of generosity, Lidl’s heartwarming Christmas advert tells the story of a young girl who learns that this time of year is all about giving.
The one-minute film shows the child watching the world around her as she wonders about the true meaning of Christmas.
Through her observations of friends, family, and passersby, she asks herself why we love Christmas so much.
The touching film shows her discovering that the festive season isn’t about what we get, but what we give to others.
“Christmas isn’t about what we receive, but what we share. It’s less ‘me’ and more ‘us’,” the advert says.
Through a child’s eyes, we quickly learn that the “real value” of Christmas is not receiving presents but the magic of quality time, sharing, and connection.
Lidl’s Christmas advert captures the joy of spending time with loved ones and giving to others
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LIDL
The campaign encourages viewers to “carry the magic of Christmas beyond the festive season and into [their] everyday lives, giving a Lidl more joy all year long”.
It’s a lovely reminder that the spirit of giving doesn’t have to end when the decorations come down.
Closing with a reference to its Toy Bank scheme, Lidl’s campaign clearly wants us to think differently about the festive period.
The advert showcases the ‘real value’ of Christmas by depicting the holiday through a child’s eyes
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LIDL
Rather than focusing on wish lists and presents, it highlights the happiness created by helping others.
“Find the value in sharing joy by donating to Lidl’s Toy Bank. Lidl: More to Value,” the advert concludes.
The Toy Bank scheme welcomes donations of new and unopened toys, games, puzzles, books, and arts and crafts materials until December 15.
Shoppers can drop off their gifts at any Lidl store, where they will be distributed to local children through partnerships with charities, food banks, and community groups.
Building on last year’s success, every donation helps ensure there’s something special under the tree for children who might otherwise go without on December 25.
Marketing director at Lidl GB Joanna Gomer commented: “Every day, we help to make our customers’ lives a little bit better by delivering the best quality products at market-leading prices.
“This year, our Christmas campaign shows how wonderful the festive season is and challenges us all to bring that spirit every day.”