The Little Carrot Who Stole Christmas

Carnage. Chaos. Crushing. 

Call me old fashioned, but these aren’t words I’d usually associate with the ‘season of giving’.

Yet here I am, scrolling through the interweb, trying to comprehend the fact that all of this has been caused by a carrot.

Yes, a carrot.

Aldi’s Kevin the Carrot, to be more specific. 

Aldi’s Kevin the Carrot, the 100cm cuddly toy, to be even more specific. 

Yep, the season of good will and generosity has seen people fighting in a discount supermarket over a toy carrot. Some of my favourite headlines include…

‘Demand for Aldi’s new merchandise sparks crushing queues and even FIGHTS…’ 

And… 

‘Punch-ups in Aldi as thousands rush to get their hands on Kevin the Carrot toys’

Now, no doubt that these reports should be taken with a pinch of salt. But still, any campaign that drives people directly to your store, causing them to fight over one of your products has got to be a success, right?

So, this poses the question… have Aldi just won the battle of the Christmas campaigns?

It’s a tough one.

Because Christmas ads, much like your favourite Christmas film (Home Alone, if you’re wondering), tend to be subjective. Especially for us working in the industry.  

Does Aldi have the best TV ad?

Not in my opinion.  

Personally, I can’t help but be drawn to the campaigns that are a bit of fun and a bit silly. Like Waitrose’s ‘Too Good To Wait’…

To me, it’s simple, well executed, and most importantly, not overly serious.

But clearly Aldi have done something right. So what is it?

Why have so many people become obsessed with this little root veg? 

Why are people willing to fight over him? 

And should we be surprised?

Perhaps not. If we think about it… 

Aleksandr Orlov the meerkat.

Churchill the dog. 

Vinnie the ‘danda’ (a cross between a dog and a panda, apparently).

Monkey the, errm, monkey.

This isn’t the first time the UK has fallen in love with a brand mascot. In fact, this is the third year running that Aldi have used Kevin The Carrot. And the love seems to have cranked up a notch.  

Love or hate brand mascots, they’re a powerful marketing tool. When done right, they have a unique ability to soften the sell, allowing brands to deliver their message in a way that is far less invasive. And as we can see by the fact that this is Aldi’s third Christmas with Kevin, a mascot can help maintain a long-lasting relationship between a brand and its customers. 

Kevin The Carrot returning year after year now appears to be like our favourite TV characters returning for a Christmas special.

But quite possibly their biggest benefit, and one that Aldi (and McCann London) have made the most of this Christmas, is their ability to create richer, more meaningful stories. Stories that engage and entertain to the point where they seem less like an ad campaign and more like a mini-series. 

Throughout this festive season, the UK has been immersed in the world of Kevin The Carrot, similar to the way we become immersed in our favourite sitcoms and soaps.

From the starter…

To the main course…

To the tasty little side dishes…

It’s a world that has also been extended into different medias and different areas throughout the Aldi business, both in-store and online - from cuddly toys, to Kevin The Carrot wrapping paper. Aldi have seen an opportunity and are making the most of it. 

And why not? If your brand has got something that the people want, you may as well give it to them. 

Especially if they’re willing to do a bit of subtle online bragging…

In a way, the (some would say obvious) decision to bring Kevin The Carrot back is what I admire most about this campaign. Aldi knew the value of him, what he meant to their customers and what he could offer them at a time of year where brands are fighting each other for attention. 

The same can be said for The Heathrow Bears. Or the Coca-Cola Christmas Trucks. They’ve found something that their customers love and have stuck with it.

I wonder what would’ve happened if John Lewis stuck with Monty The Penguin.

Familiarity, it would seem, is a powerful tool.

Anyway, back to my dilemma...

Does Aldi have the best TV ad this year?

Probably not.

Have they won the battle of the Christmas campaigns 2018?

I’d say so.