Aldi’s Kevin the Carrot Returns in Heartwarming Christmas Ad

McCann U.K. brings back popular veggie character for fifth year in a row

Aldi has brought back its popular veggie character Kevin the Carrot for its 2020 Christmas spot Aldi / McCann U.K.

LONDON—Aldi, the budget supermarket, has brought back Kevin the Carrot for its U.K. 2020 Christmas ad—marking the fifth year the veggie character has starred in the retailer’s festive spot.

Agency McCann U.K. first debuted Kevin the Carrot in 2016, and he has fast become a Christmas ad icon.

This year’s holiday ad shows Kevin’s adorable carrot family waiting for him to return home so Christmas dinner can begin. But Kevin is lost somewhere in the snow, and needs a little helping hand to find his way home.

Luckily, he meets a friendly hedgehog named Harry who hitches him a ride—though Kevin finds the lift a little uncomfortable, owing to having to sit between his prickly spines.

As the duo fall into a deep ravine and navigate a fast-flowing river, hopes of Kevin making it back in time for Christmas start to fade. But luckily they bump into Santa Claus, played by British actor and narrator of previous Kevin the Carrot ads Jim Broadbent, who helps them make it home.

In a nod to the hit 1982 movie E.T., Kevin is wrapped in a blanket and crosses the moon in Santa’s basket.

“We’re all thrilled to see Kevin back on our screens again, getting up to his usual tricks. Kevin’s popularity keeps on growing,” said Sean McGinty, Aldi U.K.’s marketing director.

For last year’s spot, McCann U.K. had Kevin captured by an angry mob of Brussels sprouts led by a Brummy thug named Russel Sprout. The gang, named Leafy Blinders, were a spoof of the popular BBC TV drama “Peaky Blinders.”

You can watch all of Aldi’s Kevin the Carrot the Christmas ads below:

CREDITS:
Client: Sean McGinty, marketing director and Ian Lewis, marketing manager, Aldi U.K.
Creative Agency: McCann U.K.
Chief Creative Officer: Dave Price
Creative Director: Neil Lancaster
Creative Team: Clive Davis and Andy Fenton
Planning Director: Jamie Peate
Managing Director: Simon Buchanan
Managing Partner: Laura McKinlay
Agency Producers: Lucy Moore, Melissa Bennett and Amy Mayers
Production Company: Stink
Postproduction: Psyop – Directors: Todd Mueller and Kylie Matulick
Editor: John Mayes (Marshall Street Editors)
Audio: Parv Thind (Wave)
Music: SixtyFour Music
Media Planning and Buying Agency: UM Manchester


@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.
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