04.11.2022 12:00:00 | London, UK

Lidl Bear

Lidl GB

  • Lidl's Christmas ad introduces poker-faced Lidl Bear, and its wild, rollercoaster ride of fame
  • Premiering on 4th November on ITV, the ad charts Lidl Bear through the highs and lows of celebrity after it becomes an unlikely icon
  • Eagle-eyed Brits may have already spotted Lidl Bear popping up across the country as the advert has been teased ahead of its 'paw-fficial' premiere
  • Instead of selling the character in Lidl stores, Lidl Bear has instead been the inspiration for Lidl's Christmas charitable drive; Lidl Bear's Toy Bank

4th November 2022, London: Lidl GB has today unveiled its hotly anticipated Christmas advert - featuring Lidl Bear, this year’s most unlikely Christmas celebrity. But this adorable yet expressionless bear is like no other Christmas character – and it absolutely won’t be on sale in Lidl.

The ‘paw-some’ Christmas advert will hit screens from 4th November 2022, on ITV during Coronation Street – however it won’t be the first we’ve seen of our furry friend. Eagle-eyed Brits may have already spotted Lidl Bear popping up across the country on TV, in newspapers, and on social media, as the star of this year’s show has been teased ahead of its ‘paw-fficial’ premiere.

Lidl Bear’s story begins when a dad accidentally shrinks his Lidl jumper in the wash, and his young daughter has the ingenious idea of putting it on her teddy bear.

And, just like that, a star is born – finding fame in the aisles of Lidl before becoming the (expressionless) face of Lidl’s advertising campaign and experiencing the highs and lows of fame at Christmas time.

As the world around Lidl Bear goes crazy in its endeavours to make a little stuffed toy a celebrity, we ask ourselves: will Lidl Bear make it back home for Christmas with its family?

Claire Farrant, Marketing Director at Lidl GB, said: “What stands Lidl Bear apart from other Christmas characters is its hilarious, deadpan expression. By displaying no emotion it manages to create humour and deliver our message about what’s actually important this Christmas.

“You also won’t be seeing Lidl Bear for sale in any of our stores – because, in the face of unrealistic Christmas expectations and pressure, we know what really matters is being with the people we care about.”

In fact, rather than selling the character, Lidl Bear has instead been the inspiration for Lidl’s Christmas charitable drive - helping to ensure every child experiences the joy of a beloved toy this Christmas. Lidl Bear’s Toy Bank is a nationwide donation initiative, giving new or unwrapped toys and games to children across the UK through the Neighbourly community network. 

Peter de Roos, Chief Commercial Officer at Lidl GB, says of the campaign: “Instead of selling Lidl Bear, we’re asking everyone who can to spare a bear, and other toys, to give to those in need this Christmas. From Kevin to Percy and everything inbetween, all toys will be welcomed with open arms – because there’s room for everyone at the table this Christmas.”

Customers can drop off new and unopened toys and games, to be gifted to children that need support in their local area. Donations can be anything - from a small stocking filler to something bigger. Sought-after items include toys, games, books, puzzles, and arts and crafts, for a range of ages.

In addition, the supermarket has committed £250k for charities during the festive period – including a £125k donation for the toy bank initiative – and has also pledged to donate more meals than ever over the festive period. As part of the supermarket’s long-standing work within local communities, Lidl GB will also donate a selection of festive food items as part of its regular food donations. These will go to local charities and community groups, which - together with their food surplus programme - will equate to over 1 million meals.


About Lidl GB

Since establishing itself in Great Britain in 1994, Lidl GB has experienced continuous growth and today has over 28,000 employees, over 935 stores and 13 distribution centres in England, Scotland and Wales. 

As part of the Schwarz retail group, Lidl is one of Europe’s leading organisations in the food retail industry. The supermarket, which has more than 360,000 employees globally, currently operates approximately 12,000 stores and more than 200 warehouses and distribution centres in 31 countries.

The supermarket takes pride in providing its customers with the highest quality products at the lowest possible prices throughout Great Britain, from Kirkwall to the Isle of Wight. Social responsibility and sustainability are at the core of the company's daily operations, with the company placing a strong emphasis on its responsibility for people, society, and the environment. Lidl GB is passionate about working with British producers and sources two thirds of its products from British suppliers. 

The Schwarz Group, which operates worldwide as a retail group, generated a turnover of €133.6 billion in the financial year 2021. 

For more information about Lidl GB visit

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