Aldi's 'A Christmas Carrot' puts a foodie spin on Dickens' classic tale

This year's spot with Kevin the Carrot from McCann U.K. stars new character Ebanana Scrooge plus a cameo from Marcus 'Radishford'

Published On
Nov 11, 2021

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Having teased its holiday ad last week with a flashback clip that introduced new character "Ebanana Scrooge," Aldi has now revealed the full-length story, a food-based spin on Charles Dickens' "A Christmas Carol." 

"A Christmas Carrot" (what else?) sees the rotten banana shown the meaning of the holidays by none other than Kevin the Carrot, in the guise of "the spirit of Christmas." (He also appears as a kind of Bob Cratchit character, later on, so our original guess was partly right.) 

Not only that, but he's joined by a radish version of soccer player and philanthropist Marcus Rashford, "Marcus Radishford." Voiced by Rashford, the radish only appears in a cameo, but his support also highlights Aldi's pledge to donate 1.8 million meals to families that need help across the U.K. over the festive period.

“Christmas is a time for hope, and we’re privileged to be working with Marcus, who is one of the most inspirational young people in the U.K., having done so much in the past 18 months to help provide free school meals for children," said Sean McGinty, marketing director at Aldi U.K., in a statement.  “At the same time, it wouldn’t be the festive season without Kevin the Carrot on our TV screens, and we’re thrilled to be bringing him back for the sixth year for his many fans, in what we think is his best Yuletide performance yet. Every year the anticipation for our most famous brand asset builds and this year Kevin gets to help a new character, Ebanana Scrooge, discover the true meaning of Christmas."

This is the sixth successive year that Aldi’s Christmas ad campaign has featured Kevin the Carrot, with last year’s campaign racking up over five million views online. As long as McCann, and Psyop directors Todd Mueller, Kylie Matulick and Kyle Cassidy, keep finding new ways to entertain us with Kevin and other new foods with faces, this root vegetable could have a very long shelf life. 


Nov 11, 2021
Client :
Agency :
McCann U.K.
Marketing Director :
Sean McGinty
Marketing Director :
Adam Zavalis
Marketing Manager :
Jennifer Thomas
Marketing Assistant :
Jake Garner
Chief Creative Officer :
Dave Price
Creative Lead :
Andy Fenton
Creative Lead :
Clive Davis
Managing Director :
Simon Buchanan
Managing Partner :
Laura McKinlay
Business Director :
Jane Colbeck
Business Director :
Emily-Jane Brown
Senior Account Manager :
Cara Harcombe
Head of TV :
Lucy Moore
Head of Effectiveness & MWG Global Head of Retail Strategy :
Jamie Peate
Group Strategy Director :
Darren Hawkins
Director :
Todd Mueller
Director :
Kylie Matulick
Director :
Kyle Cassidy
Chief Executive Producer :
Justin Booth-Clibborn
Executive Producer Live Action :
Noah Goldsmith
Executive Producer :
Joe Maggiore
Production :
Riff Raff Films
Executive Producer :
Tracey Cooper
Producer :
Paz Parasmand
Production Manager :
Charlotte Jones
Director of Photography :
Matt Fox
Editor :
Marshall Street Editors
Editor :
John Mayes
Audio :
Sound Engineer :
Parv Thind

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