Aldi has teamed up with Pinterest for a festive ‘secret’ board campaign.

The collaboration draws upon the supermarket’s Kevin the Carrot Christmas advert and marks Aldi’s first ‘Premiere Spotlight’ campaign on Pinterest.

The campaign features an Aldi Christmas advert-inspired ‘Golden Pin’ format, where users will be given exclusive access to the Secret Christmas Factory Pinterest board.

This exclusive invite behind the Golden Pin utilises Pinterest’s lead generation ad format and prompts users to fill in their email and Pinterest handle to be added to the secret board.

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Aldi will also display scannable Pinterest codes in-store and in its digital magazine to drive shoppers to the board, before opening up The Christmas Factory board for all in the last week before Christmas.

The board will contain a range of festive inspiration from the supermarket, including exclusive products, recipes, treats, competitions and inspirational content from special guests.

“Millions of people come to Pinterest every month looking for fresh ideas they can take action on,” said Pinterest UK creative strategy lead, Karen Bloom.

“It’s important for us to make it easy for users to find content which is relevant to what they’re looking for – which for many people at this time of year, is all things Christmas!

“We’re excited that Aldi leveraged our insights and ad formats in such a creative and cut-through way to surprise, delight and inspire people with the very things they’re looking to buy this festive hosting season.”

The campaign, which marks a category-first by featuring a secret board, also features the introduction of a range of new ad formats including Lead ad, Premiere Spotlight and Breakthrough video.