Food is, at least in Spanish culture, one of the key pieces of the holidays, and Lidl Spain has given it prominence in its Christmas advertisement. All kinds of foods, from fresh produce to typical sweets, are discovered for the first time by a brave nutcracker in a spot that combines real images and animation to create a joyful and fun world of magic and flavor.

The supermarket chain launches its usual Christmas greeting from Niko, a nutcracker who, like every year, patiently waits for his opportunity to decorate the home. Fate and chef Karlos Arguiñano, brand ambassador since 2024, make a pea awaken its adventurous spirit and embark on an exciting journey through the kitchen, discovering and tasting all kinds of products: cheeses, fruit, cookies, etc. After avoiding the cat and making friends with the family’s youngest daughter, he ends up sitting at the table enjoying a Christmas feast with everyone.

The campaign is developed under the brand slogan “Vale la pena”, which has been with Lidl Spain for a year and which conveys the company’s commitment to accompanying people in all moments of their lives and helping them focus on what is really important, what is worth it. It also seeks to communicate Lidl’s value proposition around a simple shopping experience and the value for money of its catalogue.
Furthermore, the advertisement encourages people to enjoy the holidays and trust the supermarket chain’s offerings under the claim “Because knowing how to choose the magic of Christmas means living better.”

“This time of year reminds us how important it is to enjoy small moments like sharing the table surrounded by the people we love most, without rushing and celebrating the simple fact of being together. And if that table is overflowing with magic and flavor, all the better.”; commented the company when sharing the spot through social networks. “In our new Christmas advertisement, the endearing nutcracker Niko and our beloved chef Karlos Arguiñano remind us that, with Lidl, celebrating these days with fresh and top-quality products is within the reach of every home.”.

In this regard, Lidl assures that, on the occasion of Christmas, it reinforces its collaboration with the Spanish Federation of Food Banks (FESBAL), which it develops throughout the year through continuous donations of food and solidarity campaigns that translate into direct help for people in vulnerable situations.