Aldi pins its hopes on a carrot in Christmas campaign

The German discounter’s Christmas campaign stars a cartoon carrot called Kevin.


Aldi has launched its headline Christmas campaign, with the discounter hoping ‘Kevin the Carrot’ can become the next ‘Monty the Penguin’.

The ‘Amazing Christmas Carrot’ ad follows Kevin as he embarks on a mission to meet Santa, while spotlighting festive food and drink items from Aldi’s premium Specially Selected range.

With a voiceover by British acting legend Jim Broadbent and music from Home Alone, the TV ad ends with the carrot flying high on Santa’s sleigh over various UK landmarks.

Read more: Aldi insists customers are ‘not returning to the big four’ as it unveils ‘Everyday Amazing’ campaign

Tony Baines, joint managing director of corporate buying at Aldi, wants the Christmas campaign to be the carrot on top of a strong year for the discount retailer.

He says: “We’ve had an incredibly successful year at Aldi and our Christmas advert aims to celebrate our award-winning products, commitments to fresh, British, quality produce and of course our show-stopping festive range.

“We hope viewers enjoy watching Kevin The Carrot’s story as his adventures unfold throughout the season.”

Much like Sainsbury’s Mog last year, there will also be a limited-edition soft toy of Kevin The Carrot, which will launch in Aldi stores from 24 November for £2.99 with 100% of profits go to charity Barnardo’s.

Aldi’s Christmas ad comes as speculation continues to build around the headline John Lewis ad. A potential John Lewis teaser features a girl on a space hopper being watched by her pet dog.