
Every year, UK food retailers do the same thing: they empty their wallets and their hearts into Christmas ads so over-the-top, they make your family holiday drama look like a Jane Austen novel. And you know what? We love it. We don’t just watch these ads—we devour them like they’re the last Quality Street in the tin.
This year’s offerings? A delicious mix of nostalgia, chaos, and at least one whodunit involving dessert. So, grab your mulled wine (or your Tesco-brand equivalent) and let’s dive in—because nothing says Christmas like crying over a turkey or laughing at a carrot.
1. Tesco – "The Gift of Family"
Ah, Tesco. The emotional sniper of Christmas ads. This year’s campaign is a shameless ode to family, complete with a misty-eyed grandparent, chaotic kids, and a dad who looks one burnt stuffing ball away from a nervous breakdown. You know, real Christmas vibes.
And yet, it works. It always works. Tesco knows exactly how to weaponize nostalgia, making you believe that the magic of Christmas is in every shared meal—even if that meal includes an argument about why Aunt Sheila can’t keep her opinions on Brexit to herself. Is it manipulative? Absolutely. Will you cry anyway? Of course you will.
2. Aldi – "Kevin the Carrot’s Epic Christmas"
Kevin the Carrot is back, and let’s be honest, he’s the Bruce Willis of Christmas. This year, Kevin saves Christmas with an adventure so wild, it makes Mission Impossible look like a relaxing spa weekend. There are gravy boats, rogue puddings, and enough slapstick humor to rival your dad’s annual attempt at assembling the tree.
It’s absurd. It’s chaotic. It’s pure Aldi. They’ve leaned all the way into the madness, and we’re here for it. Honestly, Kevin should have his own action franchise by now. Coming soon to cinemas near you: Kevin the Carrot: The Roast Awakens.
3. Lidl – "Give a Little More"
Lidl decided to go for the feels this year, skipping the usual Christmas glitz for something more grounded: their Toy Bank initiative. The ad shows families donating toys at Lidl stores, proving that even in a world full of glitter and overpriced mince pies, kindness still exists.
It’s heartfelt, it’s wholesome, and it makes you think, “Maybe I should stop buying £7 artisanal crackers and do something good for once.” Lidl is the quiet, thoughtful friend in this chaotic group of retailers, and honestly? We could all learn a thing or two from them.
4. Sainsbury’s – "The BFG Christmas Feast"
This year, Sainsbury’s gave us a crossover we didn’t know we needed: Roald Dahl’s The BFG meets Christmas dinner. Picture the giant preparing a feast so enormous, it makes you wonder if your oven is legally too small. There’s turkey the size of a garden shed, a pudding so big you could surf on it, and the unmistakable message that Sainsbury’s Taste the Difference range is far superior to whatever sad stuffing mix you’ve been using.
It’s whimsical, it’s magical, and it’s just pretentious enough to make you feel bad about buying own-brand cranberry sauce. Well played, Sainsbury’s. Well played.
5. Waitrose – "A Waitrose Mystery: Who Stole the Cake?"
And now, the pièce de résistance. Waitrose, you absolute legends, you’ve turned Christmas into a whodunit. The family’s No.1 Red Velvet Bauble Dessert is missing, and everyone’s a suspect. Grandma claims she was knitting. The dad says he was untangling lights. And the kids? Suspiciously silent.
It’s clever, it’s funny, and it stars a cast of celebrities who somehow manage to feel like your slightly weird relatives. It’s basically Knives Out, but with more cake and fewer corpses. Honestly, if they don’t turn this into a six-part Netflix series, they’re missing a trick.
6. Iceland – "Christmas Without the Spark"
Oh, Iceland. Sweet, sweet Iceland. This year’s ad is like that one colleague who shows up to the Christmas party in a beige jumper and calls it a day. Sure, it’s functional. Sure, it gets the job done. But where’s the magic? Where’s the sparkle? Where’s the anthropomorphic carrot fighting crime?
The focus is on frozen food—because of course it is—but when your competition is solving dessert heists and feeding giants, you’ve got to bring a little more pizzazz. Better luck next year, Iceland. Maybe Kevin the Carrot has a cousin in the freezer aisle?
7. Marks & Spencer – "Dawn French and the Magical Christmas Party"
This year, M&S gives us a battle of wills between Dawn French—our grumpy, no-nonsense Christmas cynic—and their very chipper Christmas Fairy. Dawn, minding her own business and presumably dreading the holidays, gets the shock of her life when Fairy pops in, all sparkles and magic, to announce she’s thrown an impromptu party… using Dawn’s house.
Cue chaos: neighbors pour in, food appears as if by magic (thanks, M&S), and Dawn is left to mutter grumpily about glitter and crowds while sneaking bites of the glorious feast. Fairy flits around effortlessly, showing off dishes so decadent they look illegal, while Dawn slowly softens—because even the most jaded hostess can’t resist an M&S turkey and a pudding that basically glows.
It’s funny, festive, and just chaotic enough to remind us all that Christmas parties are disasters waiting to happen—unless, of course, you’ve stocked up on M&S food. Even Dawn has to admit: “This is not just Christmas… this is M&S Christmas.”
The Verdict : Who won this year Christmas ads contest ?
Tesco pulls at your heartstrings. Aldi makes you laugh until you choke on your mulled wine. Lidl reminds you to be a better person. Sainsbury’s takes you on a magical culinary journey, and Waitrose? Waitrose wins the crown for sheer audacity and genius. Iceland... well, they’re there. And that’s something.
But let’s be honest: these ads aren’t really about food. They’re about selling us the idea of a perfect Christmas—a glittery illusion where no one burns the turkey and your cousin doesn’t get too drunk on Bailey’s. So, here’s to the chaos, the clichés, and the guilty pleasure of it all. Because if there’s one thing these ads prove, it’s that Christmas might be messy—but at least the marketing is flawless.
And on the non food side, let say that Boots and John Lewis nailed it.
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