Kevin the Carrot survives--and defies a wicked parsnip in Aldi's holiday fairytale

The animated vegetable escapes another peril, and his carrot kids are in it too

Published On
Nov 08, 2018

Editor's Pick

Aldi's Kevin the Carrot obviously survived his "Italian Job" style cliffhanger in a suspiciously Coke-like Christmas truck.

Sadly, we don't get to see how that scenario, which featured in the supermarket's holiday teaser earlier this week, played out. But now that the requisite buzz has been generated (legions of fans having tweeted about their worries for Kevin) viewers are all set to find out what happens to the animated vegetable in the store's first full-length TV spot of the season.

It has nothing to do with Coke trucks. Rather, it's a fairy tale, set in a medieval castle where Kevin needs to escape the clutches of a "wicked parsnip" called Pascal who's intent on him being eaten roasted for Christmas dinner. (We thought that was the point of carrots...but never mind.)

Pascal, who has a French accent and plays golf with peas, is jealous of Kevin's success, it transpires. The film also newly features Kevin's lady love Katie and three of his kids, who according to the press release are named Chantenay, Baby Carrot and Jasper. But, as ever, Kevin saves the day and Pascal ends up landing "right in the nuts," in a double entendre that may or may not pass the kids by.

The soundtrack to "Edward Scissorhands" provides suitably atmospheric music and once again the narration is by actor Jim Broadbent. Psyop's Todd Mueller & Kylie Matulick directed. 

Dave Price, executive creative director at agency McCann U.K., comments in a statement: “Everyone loves Kevin the Carrot-- or so we thought. Turns out someone is boiling with rage at his success. This titanic battle between Pascal the Parsnip and Kevin is the centerpiece of the 2018 Aldi Christmas campaign. It’s a tale of jealousy, food, rage, and more food; a story with deep roots, sometimes 12 or 14 inches long.”

The spot is just the first of several set to run during the holiday period. Each will feature Kevin re-telling bedtime fairy tales. Stories will include "Kevin the Carrot and Pea-nocchio," "Katie the Carrot and the Fairy Cake Mother" and "Kevin the Carrot and RhubarbStiltskin." As well as the ads, there are plush toys of Kevin, Katie and the kids available in Aldi as well as other gifts such as a story book.

With Aldi now firmly established in the U.K. as a challenger brand to the likes of Tesco and Sainsbury, its advertising is also proving more memorable than that of its rivals -- the retailer's holiday ad was voted the U.K. favorite in a survey of social media posts last year.  

Credits

Date
Nov 08, 2018
Client:
Aldi
Agency:
McCann U.K.
Marketing Director:
Adam Zavalis
Marketing Manager:
Ian Lewis
Executive Creative Director:
Dave Price
Creative Director:
Neil Lancaster
Creative Team:
Clive Davis
Creative Team:
Andy Fenton
Planning Director:
Jamie Peate
Senior Account Director:
Andrew McCleave
Senior Account Manager:
Jane Colbeck
Agency Producer:
Lucy Moore
Production Company:
Psyop
Director:
Todd Mueller
Director:
Kylie Matulick
Media Planning and Buying Agency:
UM Manchester

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