Lidl has teamed up with EastEnders star Shaun Williamson, best known for playing Barry Evans in the BBC soap, to front its 2026 Christmas advertising campaign.
Titled Lidl Christmas Everybody, the campaign sees Williamson put a supermarket spin on Slade’s festive classic Merry Christmas Everybody, with rewritten lyrics celebrating Lidl’s Christmas food range.
The music video follows Williamson as he spreads festive cheer among his neighbours, arriving with bags of seasonal food and gifts.
He is joined by former footballer and television presenter Chris Kamara, Capital FM presenter Kemi Rodgers and comedian Abi Clarke.
The advert features a selection of Lidl’s Christmas products, including turkeys, Brussels sprouts, mince pies and chocolate gonks, as the retailer looks to put its seasonal range at the centre of its festive marketing.
Williamson said: “Christmas is all about bringing people together, having fun and spreading a little festive cheer, so I jumped at the chance to help Lidl kick off the festive season in style.
“Putting a fresh spin on such an iconic Christmas classic was brilliant fun, and I hope it gets everyone smiling, singing along and feeling that little bit of Christmas magic.”
Lidl GB marketing director Joanna Gomer said the campaign marked the beginning of the supermarket’s Christmas celebrations, with further activity planned in the coming weeks.
The launch also coincides with the return of Lidl’s Toy Bank, a nationwide donation initiative run in partnership with charity network Neighbourly.
Running from November 5 to December 16 across Great Britain, the scheme encourages customers to donate unopened toys and gifts in stores. These will be distributed to children through local charities, food banks and community groups.
The initiative has distributed more than 250,000 toys over the past four years.
The campaign comes as supermarkets compete for consumer attention during the key Christmas trading period, using celebrity partnerships, music and seasonal product promotion to differentiate their festive advertising.
Earlier today, Asda unveiled its 2026 Christmas advertising campaign, ditching traditional sentimental storytelling in favour of high-energy celebrations. While John Lewis is betting on the star power of Kristin Scott Thomas for its much-anticipated 2026 Christmas advert.
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