Tearjerking Christmas adverts from supermarkets are now a yearly event. John Lewis generally nail theirs. Sainsburys do a pretty solid effort every year.

Lidl have also entered the game, with their Christmas advert. If you haven't seen it yet, here it is.

Rather than compete with the other supermarkets with their massive CGI budgets and heart-breaking song covers, they went low key, and sent a woman who was skeptical about how well turkeys are treated to a turkey farm.

Because Lidl apparently think that what people want to be reminded about at Christmas is just how goddamn cute turkeys can be.

Online, people have been expressing their bafflement at the choice of Christmas advert, in particular with this aspect of the advert...

The Lidl advert where they show how well they look after their turkeys and then celebrate by eating one is sending out quite mixed messages.

— Richard Osman (@richardosman) November 19, 2016

the Lidl Christmas advert is so dumb... 'no turkeys held prisoners!!' Ok but you murder and eat them...no prisoners tho so it's all dandy🙂

— Kirstie (@KirstieBrittain) November 19, 2016

So confused why Lidl thinks it's acceptable to have an advert that shows how "well" turkeys are treated but then shows them being eaten 🤔

— claudia (@claudiasugs) November 14, 2016

So frustrated by Lidl's bullshit turkey advert. It's so far from the truth that it feels like a bloody satire @LidlUK 👍 nice propaganda 😡😡

— Phee🐝 (@pheebzle) November 14, 2016

Nice to know Debbie in the Lidl advert is concerned about the welfare of turkeys this Christmas... Until she's hungry. Says it all really.

— Abbie (@abbieshipperley) November 14, 2016

In fact if you search for the Lidl Xmas advert, it's nearly impossible to find anything positive about it, except from Lidl themselves.

that lidl turkey advert..........how thick can you be

— seth (@napalm_seth) November 14, 2016

But at least they won the award for saddest Christmas advert.

Lidl wins saddest (& most vile) Christmas advert. Lets all be cheerful because you show turkeys living happily before you slaughter them. 😠😷

— A b i g a i l (@swanabi) November 13, 2016

What stupid cunts at Lidl thought it'd be a clever idea to use live turkeys in their Christmas advert and then show them cooked????

— James Parker (@JamesSWParker) November 13, 2016

Lidl think they'll have the best Christmas advert by showing turkeys on their farms all happy before we shove them down our throats?!

— Chris Bradish (@chrisbradish) November 13, 2016

The lidl Christmas turkey advert where they show them living a fantastic life all 'free' and not in cages.. WELL YA STILL KILL AND EAT EM

— Ashleigh Hamman (@AshleighHamman) November 13, 2016

Don't understand why Christmas adverts try to make you cry. Like 2016 has been the worst year ever & now even Lidl are trying to upset us

— Sean (@WafcSean) November 13, 2016

#LIDL Christmas advert is awful... it begins with some happy turkeys roaming around & concludes with cooked turkeys on the table 😭

— Sophie Haycock-Jones (@SophieCarys_) November 12, 2016

It's not even just vegetarians who are upset...

Turkey ordered all happy. Then I saw the Lidl advert with the turkey farm and Mr Turkey 😢 🦃

— Megan Armstrong (@Megs_Armstrong) November 21, 2016

So it's not exactly been a resounding success for their Christmas 2016 advert. But at least a few people have managed to see the funny side of things.

DELETED SCENE FROM LIDL 'TURKEYS' ADVERT. Farmer: "In fact, we love our turkeys SO much, this one we're eating is from Asda."

— Mark Gibbings-Jones (@brokentv) November 21, 2016

Goodbye weekend! Like a John Lewis Xmas advert you made me believe in magic, but now yer gone I've nowt left but the Lidl ad of Monday morn.

— Fat Brenda (@fatbrenda) November 20, 2016