Aldi has launched its new Christmas campaign, in partnership with English footballer and campaigner Marcus Rashford MBE as it pledges to donate 1.8 million meals to families over the festive period.
Rashford voices new character “Ebanana” Scrooge in the German discount retailers advert, based on A Christmas Carol by Charles Dickens, which also features returning favourite Kevin the Carrot.
This is the sixth successive year that Aldi’s Christmas ad campaign has featured Kevin the Carrot, with last year’s ad campaign receiving over five million views online.
“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 UK, having done so much in the past 18 months to help provide free school meals for children,” Aldi UK marketing director Sean McGinty said.
“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.”
Aldi also promised to donate 1.8 million meals to vulnerable families during the festive period, in partnership with Neighbourly, linking businesses to charitable organisations in local communities, to donate its surplus food to local causes.
“We’re delighted to be supporting Aldi in their year-round food redistribution programme and in their commitment to donate 1.8 million meals this Christmas,” Neighbourly chief executive Steve Butterworth said:
“These donations will help a record number of families across the UK during what is expected to be the busiest year on record for local charities and causes.”
Earlier this week, Rashford was awarded an MBE by the Duke of Cambridge this week for his campaign to support vulnerable children.
He was recognised for his efforts last year to ensure no child in need went hungry over the summer holidays, which resulted in the UK government changing policy over its free school meals vouchers during lockdown.
“As a family, we relied on the local food bank to get our Christmas dinner,” Rashford said.
“To this day, I remember queuing outside that building with mum, mum feeling embarrassed that she might be recognised. It is with that in mind that I’m delighted to lend my support to the Aldi campaign.
“For many children in situations like mine growing up, there is very little expectation around this time of year; add the impact of the pandemic and the very least they deserve is a Christmas dinner.”