Aldi has released a teaser of its 2025 Christmas campaign in which mascot Kevin the Carrot proposes to partner Katie.
In a clip inspired by a scene in the Christmas film Love Actually, Kevin appears at Katie’s door holding cue-cards accompanied by a "cauli" dog with a diamond ring attached to its collar.
The cards read: “To me, you are 24 carat. Marry Christmas?”
Kyrsten Halley, marketing director at Aldi UK, said: “We’re delighted to bring back Kevin the Carrot to screens this Christmas as we mark his 10th anniversary, and we can’t wait for everyone to enjoy our three festive and fun-packed ads during the festive season.”
The clip, made by McCann Manchester, is the first in a series of three spots that will be rolled out over the Christmas season, revealing episodes of Kevin's latest adventures.
The campaign was created by creative directors Clive Davis and Andy Fenton and directed by Todd Mueller and Kylie Matulick through Psyop.
Dave Price, chief creative officer at McCann Manchester, said: “For nine years, Kevin the Carrot has had an action-packed Christmas. He’s borrowed the Coke truck, flown an F14 with a co-pilot called Turkey and rescued the Christmas Spirit. In all that time, Kevin’s been too busy to as,k the important question. And I don’t mean ‘Can I have the last mince pie?’ So, for year 10, we've gone for a more heartwarming and celebratory tale. Move over Gavin and Stacey… have we got a 24-carrot love story for you.”
The first clip was released today across Aldi’s social media.
The full campaign will run in a series of activations managed by media agency Starcom, including a breaking-news-style ad on ITV featuring Gogglebox star Scarlett Moffatt, AV roadblocks across ITV, Channel 4 and Sky and a peak-hour digital out-of-home roadblock with Bauer.
The breaking-news format will also run on Magic Radio with an online game tie-in and will run as an OK! cover wrap.
Aldi’s ITV partnership was conceived by ITV Creative and delivered by Starcom. It will involve Moffatt sharing the news of Kevin’s engagement. According to ITV Creative, it is the first time it has launched an ad in this style to accompany a wider launch campaign.
Campaign UK's original review can be read here.
