This year he’s looking for someone special to share Christmas with – and finally finds the carrot of his dreams in a 60-second TV campaign, which made its debut on November 7.
Picking up from where last year’s campaign ended, Aldi’s new advert opens with Kevin discovered as a snowman’s nose, before being dislodged by the rumbling of an approaching train. Jumping aboard, Kevin discovers the train is actually a luxurious sleeper, complete with a dining car brimming with Aldi’s Christmas feast.
In the distance Kevin spots Katie The Carrot – and it’s love at first sight. But to meet her, he must face the dangers of flying Aldi Veuve Monsigny Champagne Brut corks, precarious artisan cheese towers and a Specially Selected Exquisite Rumburgh Farm whole turkey. Golden Globe winning-actor Jim Broadbent narrates the story to the ‘Edward Scissorhands’ soundtrack.
Aldi UK marketing director Adam Zavalis said: “We launched Kevin last year and our customers took him to their hearts, and enjoyed watching his escapades in the run up to Christmas. We just had to bring him back again this year to help showcase our latest show-stopping festive range. Let’s hope Katie The Carrot loves Kevin as much as we all do.”
As well as being the hero of the brand campaign, Kevin and Katie will also be appear in 14 product-oriented sub-campaigns running as 20- and 30-second TV executions, as well as being delivered across digital, social, outdoor, press, cinema, radio, door drop and in-store.
Aldi’s best-selling plush Kevin The Carrot soft toy will also be returning, joined by plush Katie The Carrot. The toys launch in-store from Thursday (November 23) for £2.99 in support of Aldi’s charity partner, Teenage Cancer Trust.
Aldi operates over 700 stores with a total of more than 29,000 employees. By 2022, it plans to operate over 1,000 stores.