This year, Lidl has entered the Christmas cute-off with its own Christmas character, in the form of the adorable yet expressionless Lidl Bear.
The bear’s journey begins when a dad accidentally shrinks his Lidl jumper in the wash, and his daughter has the idea of putting it on her favourite teddy bear.
The stuffed toy quickly finds fame in the aisles of the supermarket, before becoming the face of its festive campaign. But amid the highs and lows of instant fame, he eventually comes to understand the things that really matter at Christmas time.
Moving away from the merch-heavy approach taken by most brands, you won’t find the Lidl Bear for sale in any of the supermarket’s stores. Instead, he has provided the inspiration for Lidl’s new Christmas charitable drive.
Lidl Bear’s Toy Bank is a nationwide donation initiative, which includes a £125,000 donation from the brand, and will provide new and unwrapped toys and games to children across the UK through the Neighbourly community network.
Amid the wider context of the cost of living crisis, the supermarket has also committed an additional £125,000 to charitable work during the festive period, including the donation of over one million meals!