Will Kevin The Carrot get married?
That is the question that Aldi United Kingdom poses in its Christmas advertisement and to which it aims to answer through a storytelling strategy that has divided the campaign into three different parts. The supermarket chain celebrates the tenth anniversary of its iconic character with a story that seeks to celebrate love, friendship and unity before the holidays.
The campaign, worked together with the creative agency McCann Manchester, started on November 3 with the launch of a teaser. In its 10-second run, Aldi featured Kevin The Carrot, accompanied by his dog, Caulidog, proposing to his girlfriend, Katie, recreating the popular scene from the movie “Love Actually.”
“We know how much our customers love Kevin, and this year, to celebrate his 10th anniversary, we wanted to add an extra touch of magic and romance to his story.commented Julie Ashfield, Commercial Director of Aldi UK, in a statement.This trailer prepares us for a truly moving Christmas, reminding us that love is the essence of these holidays”.
The second installment, which was released on November 7, follows the usual process after the request and presents Kevin immersed in a chaotic bachelor party. The carrot is tied up at the North Pole and dressed only in a thong swimsuit, in contrast to his fiancée, who is enjoying a quiet weekend at a spa. However, thanks to the Christmas Express he manages to reach the church, but the announcement leaves it unknown if he will finally step on the altar.
The supermarket chain combines adventure and romance in the fun and carefree tone that characterizes its Christmas ads. Aldi pays tribute to the character who has starred in its festive communications for a decade and who has already become an iconic element of the season in the United Kingdom.
The campaign includes a series of activations in different formats and media. Noteworthy is the creation of a range of exclusive limited edition gold engagement rings in the shape of a carrot, created in collaboration with British jeweler Jessica Flinn Fine Jewellery.
They have been designed, as the company explains in a statement, to help Kevin’s fans organize their own dream marriage proposal.
What’s more, Aldi will raffle the rings among all those who, before November 19, share with the company their plans for proposing during the holidays and explain why a carrot-shaped ring is perfect for their partner.
The strategy includes content on social networks, activations with influencers or advertisements in cinemas. In addition, Kevin The Carrot will be the star of the cover of Hello! magazine. and will appear in publications such as New!, Closer, Heat or Bella, as part of special PR actions.
From McCann Content Studios in Manchester, it is also offering leaked messages, images and voice notes from Kevin’s stag party group chat on social media.
