Lidl has been named the winner in a ranking of seven UK supermarket Christmas adverts for 2026, scoring 19 out of 20. The ad, featuring Shaun Williamson, was praised for its star power and product showcase, beating M&S, which scored 17, and Morrisons, which scored 12.
The ranking, compiled by an audience writer, evaluated each advert on Christmas cheer and humour (out of five), star power (out of five), and how well they showcased products (out of ten). Lidl's advert, which includes a reimagined version of the festive classic Merry Xmas Everyone, was described as delivering "the banter and silly fun of an unpretentious British Christmas celebration."
Lidl's Winning Formula
Lidl's advert features Shaun Williamson, known for playing Barry Evans in EastEnders, singing that the supermarket has "everything you'll ever need." It showcases products such as award-winning sparkling wines and turkeys, while also featuring Chris Kamara, Capital FM presenter Kemi Rodgers, and comedian Abi Clarke. The review noted that "with some clever lyrics and a bit of cheeky festive fun, Lidl shows that you don't need bounds of riches to be truly rich at Christmas."
Sainsbury's and M&S Follow
Sainsbury's ranked second with a score of 18 out of 20. Its mini-movie features two delivery workers chased by giants and other monstrous creatures, attempting to deliver supplies to the BFG. The review praised the natural product placement and the emotional ending, where the BFG is told, "nobody should miss Christmas."
M&S took third place with 17 out of 20. The advert stars James Norton as a wonder-struck Santa Claus and Lucy Punch as Mrs Claus, with Katherine Jenkins performing a wintry version of Heaven Is a Place on Earth. The review highlighted M&S's "rich party food selection, its showstopping main dishes, and its indulgent desserts."
Other Rankings
ASDA scored 14 out of 20 for its straightforward approach, showing product names and prices. Tesco scored 13.5, with the review noting its "sweet road trip" storyline but limited product showcase. Aldi scored 13 for Kevin the Carrot's return, and Morrisons placed last with 12, despite receiving full marks for Christmas cheer and humour.
The review concluded that while some adverts are "mini-movies that go far beyond the realms of advertising," the point remains to show off products and prices, with Lidl achieving the best balance.
