It would appear that Kevin the Carrot is not just for Christmas, Aldi’s seemingly irresistible root vegetable character is back on the nation’s screens, joining Team GB and ParalympicsGB athletes in the run-up to the Paris 2024 Games.
In what is the first time the character has appeared outside of a Christmas campaign in the UK, the latest activity by McCann Manchester marks Aldi’s 10-year partnership with Team GB and the more recent ParalympicsGB partnership to show support for the games ahead.
Narrated by Jim Broadbent, the 40 second spot sees British athletes Oliver Lam-Watson, Helen Glover, Delicious Orie, and Max Whitlock help Kevin “save the games in an adrenaline-filled, action-packed adventure through the French capital”.
The campaign is running across all channels, including digital AV, radio, press, digital marketing, website, leaflet, activation in Fanzones during the games, POS in store and merchandising – including a limited edition Kevin plushie.
Aldi UK marketing director Kyrsten Halley said: “Just as Christmas is a magical time, there’s a similar excitement in the air as we approach the Paris 2024 Games.
“As the Official Supermarket Partner of Team GB and ParalympicsGB, it felt like the perfect occasion to bring Kevin back to our screens and we know our shoppers will be thrilled to see him get behind our teams.”
McCann Manchester chief creative officer Dave Price added: “Normally Kevin the Carrot is in rehearsals for his big Christmas gig by now. But as luck would have it, he was on holiday in Paris just as the Olympic flame blew out! Sacre bleu!
“In true Kevin style he was compelled to help. It was a race against ‘thyme’, but thanks to our carrot, the games were saved. So, keep your eyes peeled, and hopefully you’ll see our five inch hero prove he’s Britain’s biggest fan!”
So, what is the consensus around the Decision Marketing office?
Well, ask any gardener and they will tell you it’s just a bit too soon to be picking carrots yet; rather fittingly, an early crop will be small and weak, a bit like this ad.
However, System1’s analysis shows “Kevin” has made a superb summer debut, with a star rating (which predicts an ad’s potential to drive long-term brand growth) of 4.7. The score places the creative in the top 8% of UK supermarket ads in the past year, which probably says more about rival supermarkets than anything else.
Furthermore, “Kevin” also scored an exceptional spike rating (indicating short-term sales potential) of 1.65, and a strong fluency rating (indicating strength of brand recognition) of 94.
Sacre bleu indeed…
Decision Marketing Adometer: A “put him back in the ground until Christmas” 6 out of 10
