As part of its Christmas campaign, which riffs on the Charles Dickens’ story A Christmas Carol, retailer Aldi U.K. will aim to provide 1.8 million meals to British families in need over the holiday and teams with footballer Marcus Rashford MBE in the process.
Once again featuring its brand mascot Kevin the Carrot and introducing his nemesis Ebanana Scrooge who hates the Christmas festivities, the Dickensian animated spot features a trove of new vegetable and fruit characters including Marcus Radishford who represents the Manchester United soccer player and social activist.
Created by McCann U.K., “A Christmas Carrot” will begin running from Nov. 11 on TV. It’s the sixth year the campaign has featured Kevin but this time he stars alongside his family, Radishford, Tiny Tom and Peas and Goodwill.
Team forged in goals and values
Rashford has risen to prominence after vocally challenged the British government on its cutbacks to funding for feeding children in schools and for personally supporting vulnerable children.
Aldi has also teamed up with Neighbourly, an organization that links businesses to charities to support local communities by supplying food surplus.
Sean McGinty, marketing director at Aldi U.K., described Christmas as “a time for hope” and Rashford as “one of the most inspirational young people in the U.K., having done so much in the past 18 months to help provide free school meals for children.”
“At the same time, it wouldn’t be the festive season without Kevin the Carrot on our TV screens, and we’re thrilled to be bringing him back for the sixth year for his many fans, in what we think is his best Yuletide performance yet,” he continued. “We hope our campaign will remind everyone of the true meaning of Christmas.”
In a statement, Rashford explained of his own experience. “As a family, we relied on the local food bank to get our Christmas dinner. To this day, I remember queuing outside that building with mum; mum feeling embarrassed that she might be recognized,” he said. “It is with that in mind that I’m delighted to lend my support to the Aldi campaign.”
CREDITS:
Client: Aldi U.K.
Marketing Director: Sean McGinty
Marketing Director: Adam Zavalis
Marketing Manager: Jennifer Thomas
Marketing Assistant at Aldi U.K.: Jake Garner
Creative Agency: McCann U.K.
Chief Creative Officer: Dave Price
Creative Lead: Andy Fenton
Creative Lead: Clive Davis
Managing Director: Simon Buchanan
Managing Partner: Laura Mckinlay
Business Director: Jane Colbeck
Business Director: Emily-Jane Brown
Senior Account Manager: Cara Harcombe
Head of TV: Lucy Moore
Head of Effectiveness (UK) & MWG Global Head of Retail Strategy: Jamie Peate
Group Strategy Director: Darren Hawkins
Psyop
Directors: Todd Mueller, Kylie Matulick and Kyle Cassidy
Chief Executive Producer: Justin Booth-Clibborn
Executive Producer—Live Action: Noah Goldsmith
Executive Producer: Joe Maggiore
Riff Raff
Executive Producer: Tracey Cooper
Producer: Paz Parasmand
Production Manager: Charlotte Jones
Director of Photography: Matt Fox
Editor: Marshall Street Editors
Editor: John Mayes
Audio: Wave
Sound Engineer: Parv Thind
