AFTER THE AD with our Creative Strategist, Celine
2025 Christmas ad season is well and truly upon us! Here’s Celine’s thoughts on one of the cheekiest ads of the season…
Kevin the carrot is back and this year, Aldi are continuing his adventures with not one, not two, but THREE chapters.
Parts one and two are full of cheeky twists, from Kevin wearing a mankini to puns about Lapland. The innocent veggie characters draw in families, while the “wink-wink” style humour keeps adults entertained. It reminds me of those childhood films you only understand properly years later. I also love the fact that they’ve made it into a series so you’re left guessing what’s next – they’ve got me intrigued. I need to know whether Kevin makes it to the altar!
It’s such a playful ad that it would be silly not to continue the narrative in the follow-up activations and tap into the fun nature of the storyline, while still remembering we want consumers to choose Aldi for their Christmas food shop.
As they’ve left everyone on a cliffhanger, we could gauge how wild the audience’s imaginations are with a ‘what happens next’ interactive ad. Consumers could vote on what they think Kevin and co should do next and see what the rest of the nation is thinking. You could also get consumers involved by asking ‘What should Kevin serve on his big day?’. Aldi could feature the festive hero items,turning curiosity into conversation.
It’s all about strategic balance – you need to make sure that such emotive and engaging storytelling extends to tangible actions from the consumer. When you’ve mastered the story like Aldi has, you can’t let it stop at the screen. You need to keep the fun going and guide audiences right to the Christmas aisle.
