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Aldi UK
How Aldi keeps on winning Christmas with Kevin the Carrot
RAN IN:
AGENCY
Marie Koropisz, Global Strategy Manager
Jamie Peate, Head of Effectiveness and Global Head of Retail Strategy
Universal McCann Manchester
SUMMARY
During Christmas the battle for consumers’ attention and wallets is fierce. Aldi needed to reduce its seasonal sales shortfall by convincing shoppers that despite its low-prices it could deliver a show-stopping Christmas. As the real magic of Christmas comes from the power to see the most everyday things in the most amazing way, Aldi adopted its most everyday item - a 3p carrot - as the brand spokesperson. Over four years Kevin the Carrot helped Aldi reduce its seasonal sales shortfall and become the fastest growing supermarket at Christmas.
CASE VIDEO
Type: Business to Consumer
Language: English
