Lidl has used its Christmas advert to hammer home its provenance and free range credentials as it bids to woo festive shoppers.

The discounter’s ad follows Twitter user Debbie’s visit to one of its supplier’s turkey farms, after the retailer invited “real-life sceptics” to take a closer look at its supply chain.

Debbie travels to meet supplier Tony Kerry in Norfolk, where she is shown how the turkeys are looked after.

The advert will premiere during the first break of tonight’s episode of The X Factor.

Further ads in the campaign, created by TBWA\London, will focus on Lidl’s “hero” festive products.

Lidl advertising and marketing director Claire Farrant said the advert highlighted the discounter’s “commitment to being transparent about where [its] products come from”.

Farrant added: “We’ve always been known for our low pricing and we continue to surprise consumers up and down the country by showing that it’s possible to deliver the highest quality produce, at the best value.

“Our Christmas campaign, like our ads since July, will continue to dispel public misconceptions directly, and it’s been great to have Debbie at the farm to see it first-hand.”