Lidl's big ad win for Christmas

LIDL did just a little bit better than John Lewis as it pipped it to the crown of best Christmas TV advert this year, research shows.

- BY JON COATES

Lidl, above, came top for Christmas TV adverts with its meal tale, while John Lewis, below, showed care, said a poll

With the festive season under way Britain's biggest retailers have unveiled their seasonal ads.

And Lidl was found to have nudged ahead of John Lewis by hitting an emotional sweet-spot of “connection, comfort and shared nostalgia” that consumers say defines their ideal Yuletide.

The budget supermarket showed a young girl going gift shopping with her mother and grandmother, while observing people coming together at parties and at the dinner table.