Kevin the Carrot is back for a third year as the star of Aldi’s 2018 Christmas campaign, having miraculously avoided becoming carrot puree after crashing his truck in the snow in a festive teaser last week.
Kevin now has a new plight to contend with: a wicked parsnip called Pascal who is on a mission to cause misery to the already traumatised root vegetable and his family over a big festive spread.
Thankfully, the German discounter has decided to go more happily-ever-after than Brothers Grimm, with Kevin managing to overcome the perils of the parsnip thanks to his fatherly instincts.
“Our customers told us how much they love Kevin the Carrot and want him back this Christmas,” says Aldi’s marketing director Adam Zavalis.
“While Kevin gets up to more adventures, this time it’s all within the context of fairytale stories being read to the family and each story brings to life our very best Christmas produce. From starters and turkeys to fresh meat offers and desserts, the campaign reminds our customers that with Aldi’s everyday amazing value, everyone can have a fairytale Christmas!”
The 60-second film, which was created by McCann UK and features the voice of Jim Broadbent and soundtrack from Edward Scissorhands, will launch on tomorrow (9 November) at 7pm during ITV news.
The ads will run throughout the festive season and will see Kevin retell classic bedtime fairy tales including: Kevin the Carrot and Pea-nocchio, Katie the Carrot and the Fairy Cake Mother, and Kevin the Carrot and RhubarbStiltskin.
The campaign also offers the opportunity for Aldi to add to its merchandise collection, with Kevin and Katie, as well as Pascal all available to buy as soft toys. Christmas decorations, a story book and gift mug are also on offer, with money raised supporting Aldi’s charity partner the Teenage Cancer Trust.
Kevin the Carrot trucks will also be seen touring the UK’s road, making deliveries to stores.