Vote for Your Favourite Retailer Christmas Ad – The 12 Ads Of Christmas 2022

By Steve Wynne-Jones
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Vote for Your Favourite Retailer Christmas Ad – The 12 Ads Of Christmas 2022

With the holiday season upon us, retailers across Europe are once again vying for customers’ attention with their festive advertisements. With that in mind, ESM is once again holding its annual 12 Ads Of Christmas contest, calling on our readers to vote for their favourite festive commercial and help crown this year’s Christmas champion.

What makes a good Christmas ad? First and foremost, a good Christmas ad should be memorable. It should capture the attention of viewers and stick with them long after the ad has ended. This can be achieved through a catchy jingle, a heart-warming story, or a humorous twist on a familiar holiday theme.

In addition to being memorable, a good Christmas ad should also be relatable. It should speak to the experiences and emotions of viewers, and connect with them on a personal level. Moreover, it should create a sense of excitement and anticipation. Christmas is a time of joy and anticipation, and a good ad should be able to capture that excitement.

By combining these elements, retailers create ads that not only capture the spirit of the festive season, but also help drive customers to their stores.

So, without further ado, below you can view this year’s selection of Christmas crackers, which you can vote for via the form provided. Winners will be revealed on Tuesday 20 December.


Aldi (UK)

Aldi’s popular Kevin the Carrot returns in a recreation of the classic movie Home Alone, highlighting the importance of being together on Christmas. The ad is a continuation from the Feast of Football campaign, which was released to coincide with the World Cup.

Pingo Doce (Portugal)

Portuguese retailer Pingo Doce has penned a new, original song, Natal, for its Christmas campaign, which underlines the importance of sharing festive moments together.


Albert Heijn (Netherlands)

Christmas turns magical from a child’s perspective in the latest campaign from Dutch retailer Albert Heijn.

Lidl (UK)

The ‘Lidl Bear’ becomes an unexpected Christmas celebrity who gets consumed by fame in this ad from Lidl in the UK.


SPAR (Ireland)

Following on from a popular campaign that it launched in 2012, SPAR Ireland’s ‘Finding Christmas’ commercial showcases how Christmas can appear in various aspects of our daily lives.

Aldi Süd (Germany)

Aldi Süd is encouraging viewers to ‘Macht es zu eurem Fest’ (‘Make it your party’) with this campaign, which showcases how even a humble shopping bag can contain plenty of festive surprises.


Tesco (UK)

Who said that you shouldn’t talk politics at the Christmas dinner table? Tesco imitates a political campaign in its ad to promote ‘The Christmas Party’, in its latest festive commercial.

Lidl (Germany)

Why should Christmas be stressful? Lidl’s campaign features a relaxed character – similar to ‘the Dude’ from the movie The Big Lebowski – who doesn’t let the festive madness get to him.

Asda (UK)

In this campaign, Asda welcomes its new colleague, Buddy the Elf, the titular character from the 2003 Christmas movie Elf.

Edeka (Germany)

Renowned for its emotive Christmas shorts, Edeka’s latest festive offering depicts a family forced to adapt when relatives aren’t able to make it for Christmas dinner. As the retailer puts it, ‘Zusammen wird’s ein Fest’ (‘Together, it’s a celebration’).

Coop (Switzerland)

Coop Switzerland highlights the little things that bring joy at Christmas, with its ‘Give a Little Love’ campaign.

Rohlik Group/ (Germany)

Christmas shopping can be faster with online supermarket, which is operated by Rohlik Group, although one particular shopping trolley isn’t all that happy about it.

© 2022 European Supermarket Magazine – your source for the latest retail news. Article by Amanda Merchán and Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.

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