Campaign details

Brand: Aldi
Advertiser: Aldi UK
Agency: McCann Manchester

Introduction: Why you should read this paper

This paper tells the story of how, with the help of a humble carrot and his family, Aldi developed a creative communications strategy that made them the fastest growing supermarket chain in the UK at Christmas in both 2016 and 2017.

For ten months of the year, Aldi had a winning formula. Being a deep-discounter supermarket famous for low prices, averaging 20% cheaper,1 on a modest range of everyday necessities proved a recipe for success.

But at Christmas everything changed. Aldi’s greatest strengths became its biggest weaknesses, until Kevin the Carrot came along.

Category context

Since 2011 Aldi enjoyed fantastic growth. For the past three years Aldi had the highest YOY growth of all its competitors in a market that was growing at substantially lower rates of 0.41% in 2016 and 3.8 % in 2017 (Figure 1).2