The ads will debut tomorrow (31 October) across each of the major TV channels and vary in length from 10 to 30 seconds. They show close-up shots of goods in Lidl’s Deluxe range, including mulled wine, whole cooked lobster and its German fruit cake, stollen.

Lidl introduced its Deluxe range in 2008 as a seasonal brand, but rapidly expanded it in 2012 as sales doubled from £19.5m in 2011 to greater than £40m a year later. Lidl says Deluxe products at the moment are its best selling and it’s hoping that the ads might help to spice up sales by an additional 50 per cent this year to £63.8m.

Managing director Ronny Gottschlich says: “We feel now’s the time to completely showcase the standard of those products with the vast expansion of the diversity and the addition of many new fresh British products.

“We’ve had a big increase within the collection of customers coming through our doors because persons are realising that they don’t ought to shop anywhere else for Christmas.”

Discount supermarkets resembling Lidl and Aldi have experienced strong sales growth in recent months, increasing pressure at the big six grocery chains. For the 12 weeks to 13 October, Lidl saw sales growth of 13.1 per cent year on year, outperforming the broader market and resulting in an increase in its market share from 2.7 per cent to a few per cent during the last year, in line with Kantar.