With the Christmas advertising season in full swing, The Drum takes a breath to catch up with one of the more unlikely mascots to grace our screens in recent years – Aldi’s Kevin the Carrot.
Since 2016 the root vegetable has become as reliable a holiday fixture as mince pies and mulled wine, but what has an emphasis on carrots done for the health of the Aldi brand?
Following our exclusive behind-the-scenes look at how Aldi’s animators anthropomorphized the humble carrot, we recount the rise and rise of Kevin the Carrot.
2016: Kevin the Carrot
Back where it all began, this is where Kevin first planted himself firmly in the national consciousness. With the humble carrot journeying across a vast festive feast to meet Santa and his reindeer, Aldi and Kevin haven’t looked back since.
2017: Empire Strikes Back
The runaway success of 2016’s debut meant a sequel was inevitable, with Aldi determined to start a franchise in the vein of The Empire Strikes Back rather than Grease 2. Based on Murder on the Orient Express, 2017’s ad sees Kevin first meet love interest Katie the Carrot.
2018: Christmas Truck
Kev’s chance to shine in 2018 took the form of a cheeky parody of the Coca-Cola Christmas truck ad. As the truck slips in the snow and dangles over a steep drop with its precious cargo of carrots, Kevin’s story ends on a literal cliffhanger.
2019: Leafy Blinders
In 2019’s entry Kevin ends up in trouble with group of Brummie gangster sprouts in this fun take on Peaky Blinders. With the help of Tiny Tom, the lucky carrot is reunited with his family in a circus tent à la The Greatest Showman.
2020: Kevin’s Out in the Cold
For its fifth instalment, Aldi turned to McCann to illustrate the desperate lengths that Kevin would go to be reunited with his crop in time for Christmas. The carrot manages to make it home to his family thanks to Harry the Hedgehog and Santa Claus himself.
2021: A Christmas Carrot
The most recent instalment brings a foodie twist to the classic Charles Dickens tale A Christmas Carol, with Kevin showing mean old banana Ebanana Scrooge the error of his ways – with some help from a selection of tasty Aldi food, of course.