Created by McCann UK, Aldi’s Christmas campaign featuring Kevin the Carrot wins the hearts of the nation.
Aldi takes the crown from 2019 winner, John Lewis.
Aldi’s most recent Christmas spot (2020) featuring Kevin the Carrot has been crowned Britain’s Favourite Ad of 2020.
The annual ranking compiled by London-based System1, the global experts in advertising effectiveness, and broadcaster ITV, has revealed that, with a whopping 5.8 stars, Aldi’s Kevin the Carrot has hit the top spot in generating the strongest emotional reaction in audiences, proving that consistency in creativity was a winning strategy in 2020.
On the news, Sean McGinty, Marketing Director at Aldi UK, said: “We’re all thrilled to be named the nation’s favourite advert of 2020. It demonstrates that it has taken Kevin and his extended family and friends to their hearts. Christmas 2020 was a year we all needed a little extra festive spirit and welcome magical relief; Kevin’s turbulent journey to get home to his family for Christmas brought just that.”
Jon Evans, Chief Marketing Officer at System1, says: “Congratulations to Aldi and the team at McCann UK for achieving the top spot in the Nation’s Favourite Ads 2020 with ‘Kevin the Carrot’. Aldi deserves huge credit for being consistent, when others might have changed, and also mastering the craft of an emotionally engaging ad. The way they tell the story of Kevin’s journey, the powerful soundtrack and the use of a familiar character is an example of how to get this right.”
Chief Creative Officer at McCann Dave Price said: “We grew Kevin in the McCann vegetable patch over 5 years ago and he’s had many Christmas adventures ever since. He fought an evil parsnip, had a run in with the Leafy Blinders and then sung with Robbie Williams. This year he flew an F18 fighter jet and was ejected by a turkey! But the real story is Kevin loves Christmas and it’s great to know the British public love him too.”
In addition to the Aldi accolade – McCann London’s ‘A Taste of Happy’ spot for Ambrosia – was ranked the 4th most emotionally effective ad in 2020. In December 2020 Premier Foods brought its dessert brand Ambrosia back to TV for the first time since 2016 introducing a new animal character, Moley, who went on an unexpected aerial adventure over the brand’s home county of Devon. The ad – soundtracked by All I Have To Do Is Dream by the Everly Brothers – reintroduced the iconic endline “Devon knows how they make it so creamy” to reenergise customers brand recall of Ambrosia’s premium quality, championing the naturally simple pleasures of Ambrosia.
Commenting on the double accolade Mark Lund, President, UK & Europe, McCann Worldgroup said, “We are immensely proud of this achievement – to have two of the Top 10 ads in this list after the challenges presented by 2020 is a real testament to the resilience and consistency of our creative and strategic teams and the brilliance of our clients who we partner with to engage with consumers in a meaningful and impactful way.”