Aldi marketing director hails impact of Kevin the Carrot campaign as sales soar

David Prior's picture
by David Prior

Aldi’s UK marketing director Adam Zavalis has pointed to the success of its Christmas ad campaign as a reason for another set of strong results.

The German discount retailer grew sales by 16.8% for the three months to the end of December, figures published by Kantar Worldpanel revealed.

That takes its share of the entire UK grocery market to 6.8%, up from 6% 12 months ago.

Zavalis hailed the retailer's Christmas campaign Kevin the Carrot, created by McCann UK, as a key factor.

"The campaign was designed to both emotionally engage and also to sell products throughout the entire Christmas period, from the launch in early November through to the big day itself," Zavalis was quoted in Campaign.

Aldi's Christmas ad starring Kevin the Carrot

"As a food retailer, it was really important that we kept interest levels high throughout the period and didn’t simply excite people in early November and then let the excitement dwindle over the subsequent weeks.

"We targeted customers by using each relevant channel to raise awareness of key products using a compelling narrative that evolved throughout to ensure ongoing consumer engagement."

The results also revealed a 16.8% growth for Lidl, meaning the German retailers shared the title of Britain's fastest growing supermarket.

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