The official arrival of the 2025 Christmas supermarket adverts has become a beloved signpost for the festive season in the UK. This year's crop features a star-studded lineup of iconic characters and celebrity faces, all vying to capture the nation's holiday spirit. As a food and drink writer with a deep affection for Christmas, I've watched them all and ranked the major campaigns from the very best to the most disappointing.
The Top Tier: Heart-Warming Stories and Iconic Cameos
Leading the pack this year is Asda's brilliantly festive advert. It cleverly features the Grinch, that classic Christmas cynic, on a family shopping trip. The narrative shows his gradual transformation as the Asda experience works its magic, culminating in a heart-warming reveal. Its message that even the grumpiest relative can find joy at Christmas is executed with both humour and warmth, making it my personal favourite.
Not far behind, Aldi brings back the unmistakable Kevin the Carrot for another charming chapter. This year, the beloved vegetable is getting married! The advert is packed with fun, featuring Kevin's friends and a clever parody of a Wet Wet Wet song famously used in Love Actually. It's a testament to how Aldi has built its own festive tradition that audiences eagerly anticipate.
Sainsbury's delivers a moving and funny spot by enlisting the help of a giant friend. The advert sees a kind Sainsbury's worker invite The BFG, the beloved Roald Dahl character, to Christmas dinner. The sight of the giant enjoying his feast from outside the window is both hilarious and surprisingly touching, creating a memorable moment.
The Middle Ground: Celebrity Parodies and Festive Feasts
Waitrose opts for a star-studded, rom-com parody titled 'The Perfect Gift'. Starring Keira Knightley and Joe Wilkinson, it playfully nods to festive film tropes and even references Knightley's own iconic scene from Love Actually. It's a stylish and amusing take that will likely be remembered among the greats.
M&S Food continues its tradition of making viewers desperately hungry. This year, Dawn French is shown being magically ushered into an M&S Food van on her drive home, where she proceeds to host a festive feast for fellow motorists. It's a Christmassy, whimsical concept that effectively showcases their holiday fare.
The Adverts That Didn't Quite Capture the Magic
While well-intentioned, some adverts failed to land with the same impact. Lidl's 2025 effort is undeniably cute, following a young girl's narration about UK Christmas traditions and promoting the store's toy bank. However, despite its wholesome message, it lacked the emotional punch of its competitors.
Morrisons focuses on the journey of its food in 'A Year In The Making'. The advert shows various celebrations and traces how produce travels from supplier to doorstep. While informative, the concept feels a little lost and fails to spark the same festive feeling.
Finally, Tesco's advert reflects the hilarious reality of family Christmas, complete with brothers arguing over Pictionary. However, following in the footsteps of legendary Tesco ads like the Spice Girls sketch, this year's offering doesn't manage to stand out in a particularly crowded and creative field.
The battle for the nation's hearts and minds through Christmas advertising is now fully underway. While Asda's Grinch-led campaign currently tops the tree for its perfect blend of character and message, the debate over which supermarket truly won Christmas 2025 is a festive tradition in itself.
