Aldi: Kevin versus John – how a humble carrot usurped a national treasure to win the UK’s Christmas ad crown.

Aldi, a supermarket brand, increased sales and reduced the gap between its brand and competitors during the Christmas period by turning a humble vegetable into a brand character, Kevin the Carrot, that showcased its amazing Christmas products.

Campaign details

Brand: AldiAdvertiser: AldiEntrant: McCann Manchester / UM ManchesterCategory: Regional MarketPrincipal authors: Darren Hawkins, McCann Manchester; Jamie Peate, McCann ManchesterContributing authors: Guy Beardsley, UM Manchester; Lewis Young, McCann Manchester; Sam Fellows, Gain Theory

Summary

Whilst most UK Christmas advertisers eschewed consistency in favour of newness and novelty, Aldi single-mindedly invested in making Kevin the Carrot famous. Establishing his character, casting allies and foes, writing imaginative storylines and building social engagement all helped make Kevin a household name. Vitally, this created positive associations with Aldi at Christmas, when shoppers' heads...

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