ALDI Launches Olympics Spot Starring Kevin the Carrot

Supermarket chain Aldi has launched a new campaign ahead of the Paris Summer Olympics, and it stars none other than its carrot mascot Kevin.

Made in collaboration with marketing agency McCann Manchester, the campaign aims to show support for Team GB and ParalympicsGB, with Aldi as the official supermarket sponsor of both teams.

The initiative is marked by a short 40-second spot, where Kevin is seen "racing against Thyme" to make sure the Olympic torch is present and the games can begin. 

Apart from the spot, the campaign will include the launch of a new limited-edition Kevin the Carrot stuffed toy inspired by the Olympics and Team GB.

The new Kevin the Carrot toy will retail for £3.99 and will be available through the Aldi website and in stores.

More Than the Holidays 

Dropping this Thursday, the special toy alongside the spot marks a new move by the supermarket giant to utilize its mascot Kevin outside of Christmas promotions. 

By consistently using Kevin for marketing during big events outside the Yuletide season, Aldi is effectively able to develop brand recall in a way that feels natural for the brand. 

 

 

 

 

 

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This strategy seems to be doing the brand wonders. 

According to data from System 1, Aldi's new spot received a 4.7 overall score, putting it in the top 8% of U.K. supermarket ads from the previous year.

Jon Evans, System 1's chief customer officer, gave his praises to the brand:

"Kevin is back and hats off to Aldi for another strong creative. The little carrot perfectly exemplifies the power of a fluent device, driving strong brand recognition even in an unfamiliar summer environment," Evans shared. 

Additionally, market research company Kantar believes Aldi's Olympics spot will likely have a positive impact on the brand, sitting above the 70-percentile range, and ranking highly in engagement.

Kevin Saves the Olympics

The short but sweet commercial is set in Paris, where Kevin is tasked with "saving the games" by bringing his makeshift torch to the Olympic stadium.

With a lit-up matchstick, he hops on Team GB gymnastics athlete Max Whitlock's sword and is catapulted across the city, meeting members of the team along the way. 

He then uses the UK flag as a parachute and perfectly lands at the stadium field, where he is greeted with a warm welcome. However, his tiny torch burns out. Fortunately, Kevin's head catches fire and is used to light up the torch, ultimately saving the Olympics. 

Previously, Aldi received acclaim for its Christmas campaign, where Santa delivers his gifts a day early to enjoy the holidays.