In 2017 Edeka delivered a Christmas ad at its best. But it also came with a high price tag. This led the discount experts Lidl to ponder, “If you are able to buy the same quality products for a lower price at Lidl – wouldn’t Lidl be able to create an ad that is just as heart-warming for a smaller budget?” Lidl’s response came in form of their very own Christmas ad, where they replicated Edeka’s ad using cardboard, glue and a meticulous love for detail.