Lidl’s ads highlight “the delicious delights Lidl has on offer” and contrast how they make Christmas special rather than “going to extremes” on seasonal festivities, such as having giant Christmas trees or importing snow.

Lidl UK commercial director Ryan McDonnell said: “Christmas is a time to go the extra mile when treating friends and family, and with this series of adverts we want to demonstrate that Lidl is the only place to properly upgrade your festive celebrations.

“Our classic humour and imagination runs through the series, providing Lidl laughs and mouthwatering products to marvel at.”

The ads were created by TBWA\London and the first three commercials began to run during Coronation Street on ITV this evening.

The retailer has also booked airtime during the Pride of Britain awards on Tuesday.