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...

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