The arrival of the annual Christmas television adverts from major UK supermarkets is a sure sign the festive season has begun. For 2025, the campaigns have pulled out all the stops, featuring a mix of beloved fictional characters and famous faces, all vying to capture the nation's heart and holiday spending.
From Grinches to Giants: The Top-Tier Festive Campaigns
Topping the list for 2025 is Asda's heart-warming advert featuring the Grinch. The spot shows the iconic green character, initially reluctant, being drawn into the Christmas spirit during a family shopping trip to Asda. The clever reveal of the actor removing his Grinch makeup underscores a message that even the most cynical among us can find festive joy.
In a close second, Aldi brings back the ever-popular Kevin the Carrot for another charming story. This year, the plot centres on Kevin's wedding, complete with a vegetable bridal party and a playful parody of a famous Wet Wet Wet song from the film Love Actually. The consistent humour and character development have made Kevin a genuine Christmas icon.
Sainsbury's delivers a moving and funny narrative by enlisting the help of The BFG. The advert depicts a kind Sainsbury's worker inviting the giant to Christmas dinner, resulting in a series of touching and comical scenes as he enjoys the feast from the garden. It's a brilliant blend of nostalgia and festive spirit.
Star Power and Seasonal Feasts: The Middle of the Pack
Waitrose opts for celebrity glamour with Keira Knightley and Joe Wilkinson starring in their 2025 offering, 'The Perfect Gift'. The advert cleverly parodies festive romantic comedies and includes a nod to Knightley's own iconic scene in Love Actually, offering viewers a sophisticated and amusing take on the season.
M&S Food continues its tradition of culinary temptation with a magical tale starring Dawn French. Her character is granted access to a magical M&S Food van on her commute, leading to an impromptu festive feast for fellow travellers. The focus remains squarely on making the viewer crave their premium holiday fare.
Adverts That Missed the Mark for Our Reviewer
Further down the ranking, Lidl's heartfelt campaign promotes its toy bank initiative, showing diverse families celebrating across the UK. While its message is commendable, the emotional impact didn't quite resonate as strongly as the front-runners for this reviewer.
Morrisons takes a documentary-style approach with 'A Year In The Making', tracing the journey of its food from supplier to doorstep. However, the concept felt a little lost and failed to capture the pure festive magic of other adverts.
Bringing up the rear is Tesco's relatable but unremarkable slice-of-life advert. It humourously depicts classic family Christmas tensions, like brothers arguing over Pictionary, but ultimately lacks the standout sparkle and memorability of its competitors' efforts this year.
Published on 6th December 2025, these adverts mark the official start of the competitive festive advertising period. While they all aim to sell groceries, the most successful ones, like Asda's and Aldi's, manage to weave product promotion into genuinely engaging and emotional Christmas stories that viewers will remember long after the holidays are over.
