Aldi Kevin The Carrot

The Brief:
Christmas adverts are an annual tradition in the UK and Aldi wanted to create one that would beat the other supermarkets and win over audiences. They created a loveable character, Kevin The Carrot, and challenged Weber Shandwick to create a social campaign that would carry on and expand Kevin's Christmas Adventrue throughout the festive period.
My Role :
Heading up Weber Shandwick's social studio, I developed the content plans for Aldi’s #KevinTheCarrot Christmas campaign. Me and my team created gifs and photoshoped scenes out of the best moments of the advert. We released these posts during key moments during the festive season such as a hangover post the day after most people's Christmas parties and a decorated tree on the day when most of the audience would be putting their trees up. Not only was this content extremely sharable, but it introduced Kevin to a wider audience by making him relevant to their Christmas activities.
As well as being beloved by audiences, Kevin the Carrot's social campaign beat John Lewis to be named ‘most successful festive campaign’ by Marketing Week and went on to win the Integrated Communications Campaign of the Year Award at the PR Moment Awards.
Check out some examples of my work below