Discount retailer Lidl has premiered its Christmas ad campaign – with a high-profile TV slot urging shoppers to seek out food from British farms.

The Lidl Christmas advert was shown during the first break of The X Factor on Saturday (12 November), which reaches an average of eight million viewers during the live show.

The campaign focuses on the ingredients that go to make up the Christmas meal, with the first advertisement focusing on Lidl’s free-range turkeys.

See also: Turkey farmers suggest higher prices this Christmas

Having previously assumed the farm is like a “prison for turkeys”, Debbie learns that Mr Kerry free-range birds are homed in a spacious barn with access to more than 8ha of land.

Lidl UK marketing director Claire Farrant said Debbie was a real-life shopper and the retailer wanted to dispel public misconceptions about low-priced food.

“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.”

Debbie joins Mr Kerry at the farm on his daily bird check so she can see for herself how well the turkeys are looked after and the conditions they are reared in.

The advert was created by TBWA\London.

TBWA\London managing partner Andrew Chisholm said the aim had been to create an authentic and down-to-earth Christmas campaign.

“We are confident that introducing a real-life sceptic to Lidl’s turkey farmer is the best way to tell its quality sourcing and provenance story, to really hit home for the festive period.”