Kevin the Carrot 2016 and 2017: How Aldi UK won Christmas with the help of a humble carrot

Jamie Peate, Darren Hawkins and Adam Zavalis

Aldi, a value supermarket chain, developed a creative communications strategy that made them the fastest growing supermarket chain in the UK at Christmas in both 2016 and 2017.

Campaign details

Brand: Aldi Advertiser: Aldi UK Agency: McCann Manchester

Introduction: Why you should read this paper

This paper tells the story of how, with the help of a humble carrot and his family, Aldi developed a creative communications strategy that made them the fastest growing supermarket chain in the UK at Christmas in both 2016 and 2017.

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