It seems as though nothing can stop Kevin The Carrot from being part of an Aldi Christmas. Last week, McCann UK “announced” Kevin’s removal with a teaser ad in which he had been replaced by a banana.
McCann UK & Aldi: Kevin the Carrot loses his Christmas job
Social media then made Kevin even more famous than he has been in his five years as the star of Aldi Christmas. #JusticeforKevin, #NoKevinNoChristmas and #BringBackKevin spread across the internet.
And eager anticipation for Aldi’s Christmas commercial grew. Well done, McCann.
170,000 people queued online last year to buy a Kevin the Carrot toy. But he has been around long enough to see his first child fans become teenagers.
“Every year we have to question whether Kevin will deliver what we need him to deliver,” stated Dave Price, chief creative officer at McCann Manchester. “We all know there is huge public love for him. But equally, at some point, people will fall out of love with him. We always want to be ahead of that feeling.”
Kevin may play second fiddle to Ebanana Scrooge in this year’s Dickensian Christmas story but there is little doubt that he will be seen as its star. After all, in his new role he is the spirit of Christmas. And he is linked to a wonderful Christmas message, “For you to be happy you have to be kind”. Aldi is backing that message by donating 1.8 million meals to UK families in need this festive season in a partnership with volunteer platform, Neighbourly.
“While the idea of no more Kevin was really strong, he won in research. So we got to the point of the teaser, which was what happens if you imply he isn’t coming back,” Price added.
Agency: McCann Manchester
Creative Team: Andy Fenton & Clive Davis
Production Company: Psyop
Directors: Todd Mueller, Kylie Matulick & Kyle Cassidy