Aldi Celebrates 10 Years of Kevin the Carrot With Holiday Proposal From McCann

Kevin the Carrot is finally popping the question, and fans across the UK are saying yes.

Aldi’s 2025 holiday campaign brings back its most famous character for a 10th anniversary celebration, this time in a romantic storyline that sees Kevin propose to his longtime love, Katie the Carrot.

Created with McCann Manchester and directed by Todd Mueller and Kylie Matulick, the campaign turns the supermarket’s annual ad moment into an ongoing holiday narrative.

And it's built with the same formula of emotion, humor, and heart.

“We’re delighted to bring back Kevin the Carrot to screens this Christmas as we mark his 10th anniversary,” said Kyrsten Halley, marketing director at Aldi UK.

“We can’t wait for everyone to enjoy our three festive and fun-packed adverts during the festive season.”

McCann Manchester CCO Dave Price reinforced these sentiments.

“For nine years, Kevin’s been too busy to ask the important question.

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.”

How Kevin Keeps the Magic Alive

The first spot opens with Kevin's dog carrying a diamond ring on its collar, waiting outside a snow-dusted home straight out of a Christmas classic.

What follows is a nod to iconic rom-coms, complete with cue cards, twinkling lights, and Kevin’s nervous charm.

Finally, he asks the big question: "To me, you are 24 Carat. Marry Christmas?" 

The spot ends with a cliffhanger, leaving viewers to anticipate the next ad in the series. 

The retailer isn’t stopping at the love story.

The campaign expands across media through a "breaking news" partnership with ITV and Scarlett Moffatt, as well as AV and DOOH roadblocks across major networks.

Aldi will also hold a series of branded collaborations on Magic Radio and TikTok.

Additional placements include a cover wrap on OK! magazine, advertorials with Hello! and New!, and splash takeovers on Mail Online and Reach’s network of 49 apps.

What We Can Learn from Aldi’s Classic Storytelling

Overall, the multi-channel rollout continues Aldi’s approach of building a consistent brand identity that's equal parts nostalgic and modern.

The supermarket has steadily established Kevin as both a mascot and a cultural touchstone, one that's arguably as familiar in British holiday advertising as the Coca-Cola truck.

For marketers, this decade-long effort is a case study in character-driven storytelling. 

• Long-running brand mascots can evolve without losing charm when tied to emotional milestones or anniversaries.
• Episodic storytelling helps campaigns feel fresh each year while strengthening continuity.
• Multi-platform media planning keeps legacy campaigns culturally relevant in an age of short attention spans.

Aldi’s strategy has paid off before. 

The grocery chain's adverts in previous years helped it top System1’s brand-building rankings, proving the power of heartfelt stories. 

Our Take: Do We Still Believe in the Magic of Holiday Ads?

Of course, because these types of ads tend to be timeless. 

Kevin the Carrot just hit 10, and at this point, he's more than a marketing gimmick. 

He’s a reflection of how people want to feel during the holidays: hopeful, familiar, a little silly, but sincere.

As someone who’s seen Christmas ads chase ever-bigger emotional payoffs, Aldi's storytelling has always felt genuine.

Sure, Kevin doesn’t "save" Christmas this year, but showing up with a ring might be the next best thing. 

Maybe the brand understands that sometimes, the best marketing isn’t about creating new magic but about keeping the old stories alive.

Recently, Walmart launched its own holiday campaign, taking viewers to its Dr.Seuss-inspired "WhoKnewVille" town.