In Aldi’s Christmas Ad, Kevin the Carrot Encourages Cooks to Embrace Showmanship

McCann UK brings back an annual holiday icon

A carrot dressed as a circus announcer holds out a top hat
Kevin the Carrot made his debut in 2016. Aldi U.K.
Headshot of David Griner

Discount grocer Aldi struck spokesveggie gold in 2016 when its holiday ad star, Kevin the Carrot, made his debut in a spot about elevating the role of produce in Christmas dinners.

Since then, he’s become an annual fixture of the British holiday ad season, and we’ve watched his world grow to include a family and even a litany of villains. (Last year’s foe was a dastardly parsnip, “the root of all evil.”)

For 2019’s holiday spot, agency McCann U.K. again puts Kevin in peril, this time roped to a grater and facing an angry mob of Brussels sprouts led by a Brummy thug named (sigh) Russel Sprout. Luckily, our hero quickly escapes to put on a holiday show that’s a visual and literal feast.

“Kevin’s popularity grows every year, and he’s becoming something of a national treasure,” says Sean McGinty, marketing director of Aldi U.K. “Kevin’s magical Big Top is the perfect environment to showcase the amazing quality of the Aldi Christmas range of food and drink this year.”

You can get caught up on the four-year Kevin the Carrot story arc with the previous holiday spots below, followed by the credits for this year’s Christmas ad.

Client Company: Aldi UK
Client Name and Job Title: Sean McGinty, Marketing Director and Ian Lewis, Marketing Manager at Aldi UK
Creative Agency: McCann UK
Executive Creative Director: Dave Price
Creative Director: Neil Lancaster
Creative Team: Clive Davis and Andy Fenton
Planning Director: Jamie Peate
Senior Account Director: Laura McKinlay
Account Director: Jane Colbeck
Senior Account Managers: Josie Campbell and Kim Cleaver
Agency Producers: Lucy Moore
Production Company: Stink
Directors: Psyop – Todd Mueller and Kylie Matulick
Media Planning and Buying Agency: UM Manchester
Editor: Marshall Street – John Mayes
Postproduction: Psyop
Audio: Wave – Parv Thind
Music: SixtyFour Music

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."