Aldi’s Kevin the Carrot ad, featuring footballer and campaigner Marcus Rashford MBE, has been titled as the most effective Christmas ad of the year, beating John Lewis, Coca-Cola, and M&S.
The supermarket’s reimagining of Charles Dickens’ classic “A Christmas Carol” featuring characters Marcus Radishford, Ebanana Scrooge and Kevin the Carrot is the ad most likely to deliver both long and short term, according to research by Kantar.
Kantar said the discount grocer rated the highest on four out of five key measures, including the most festive, most enjoyable, most distinctive, and most meaningful, with meaningful referring to how the ad is able to build brand love or affinity.
Aldi scored in the top six per cent of UK ads measured by Kantar, for enjoyability, distinctiveness, humour, and brand cues.
In addition, the ad scored in the top eight per cent for all UK ads for its ability to generate smiles, the top 16 per cent for brand affinity, top 23 per cent for long term business contribution respectively.
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Kantar also said the campaign sparked the most conversation among consumers
“Aldi’s new take on a Christmas classic is a great example of how a brand can convey serious messages about purpose and social impact while still being great fun.” Kantar’s head of creative excellence Lynne Deason said.
“Aldi uses humour effectively, something especially important in a year when we all need an extra laugh, but it also has a deeper sentiment.
The clever inclusion of ‘Marcus Radishford’ highlights a worthy cause – the campaign to provide meals to those in need – without coming across as too sombre to viewers.
“And by borrowing from one of the most well-known and loved Christmas stories of all time, it sets out a complicated narrative without ever being confusing.”
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