Lidl has taken a 'brutal' swipe at rival Aldi in its Christmas advert - and it has left viewers in hysterics.
The budget supermarket chain finally released its festive ad and shunned a heartwarming story in favour of some hilarious seasonal cheer.
Aldi dropped its festive commercial earlier this week - and delighted fans with the return of popular character Kevin the Carrot.
Fans noticed Lidl made a cheeky dig at fellow bargain store Aldi - and it's gone down a storm.
The advert sees a carrot looking suspiciously like Kevin unceremoniously poked with a fork.
"We don't need cutesy characters when carrots taste this good," sings the Lidl voice over.
In reference to some other famous adverts, the clip continues: "There's usually a moment when we want you to feel sad. But we don't have time, look sparkling wine. This cheese will make you feel so glad."
Lidl's cheeky dig appeared to be in direct response to Aldi, who depicted the story of Kevin the Carrot and his mission to make it home to be with his carrot family.
Eagle-eyed fans were quick to spot the reference and branded it 'brutal'.
"Lidl advert is amazing," one wrote on social media, while a second chipped in with: "Brutal Kevin reference in Lidl ad..."
Another commented: "That Kevin swipe in the Lidl advert..."
A third wrote: "Absolutely savage."
Ryan McDonnell, Commercial Director at Lidl GB has also explained that the brand wanted to give viewers a little bit of entertainment this Christmas.
He said: "We all need a little light relief this year, so we wanted our Christmas ad to show customers that our commitment to high quality at Lidl prices means everyone can believe in a great Christmas – and we had a bit of fun doing it too!"
