Metaphorical waving of bacon butties, Brian. As soon as anyone starts to talk about non-meat-eating the meat eaters tend to get on their hind legs and brandish their carnivorous habits like a badge of honour!! Tedious.
Penny - can I ask what you mean? I am clueless!!
I just think the target audience at Lidl will probably have children in tow and they may be a little dismayed by the eating of Rudolph. If they can make the connection.