Lidl UK has given voice to babies in its latest advert, promoting the new and improved Lupilu baby range.

The 30-second spot opens with a baby boy in his baby cot bragging about the “lion” he granted his parents at 6AM and mentioning that his parents credit Lupilu nappies just like 91% of Mumsnet parents. A baby girl, seen in her highchair, says she wouldn’t cross herself as “a foodie per se” and admits she’s quite into Lidl’s Lupilul Organic Purée. Finally, another baby boy, who’s sitting on a fluffly rug, surrounded by toys, reveals he destroyed carpets, curtains and walls, and adds that, wherever he is, “Lupilu Baby Wipes are never far bit.” “Touché, Lupilu!” he also says, after having his mouth wiped by his father.

The advert ends with the voiceover saying the tagline “Lupilu – Loved by the real experts”, referring to babies, obviously.

Lupilu baby range includes nappies in a range of sizes to suit every bottom, baby food, from food jars to fruit pots, rice cakes, and the new Lupilu organic baby food pouches, available in a range of delicious flavours, and baby toiletries, from wipes and shampoo to safety cotton buds, and teething gel.