Kevin the Carrot

Weber Shandwick / Aldi


Our aim was to create buzz around Aldi’s Christmas advert and make it one of the most talked about of the season.

We did this by arousing the interest of national and marketing industry media; influencing the conversation before it had even started.

We couldn’t compete with advertising budgets of the likes of John Lewis. Whilst we couldn’t be the ‘biggest’ advert of the year, we could intercept it, diverting media and consumer attention towards Aldi.

We did this by misleading the nation into thinking Kevin The Carrot was in fact the character of this year’s John Lewis advert…

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