Aldi has released an Olympics ad, featuring its ambassador Kevin the Carrot. While Kevin has previously appeared in Aldi’s Christmas ads, this is the first time that the carrot has been featured in a summer ad.
According to the creative effectiveness platform System1, Kevin the Carrot’s Christmas ads have scored a maximum Star Rating — which predicts an ad’s potential to drive long-term brand growth — of 5.9 over the last four years. What is more, Aldi secured first place in System1’s rankings of best 2023 adverts.
Kevin the Carrot’s summer debut has now proven to be a success, scoring a Star Rating of 4.7 and ranking in the top 8% of UK supermarket ads in the past year. System1 claims that this success serves as proof that Aldi has developed an ‘effective fluent device’ (a recurring campaign element that is memorable and delivers brand-building impact).
Jon Evans, Chief Customer Officer at System 1, commented:
Kevin (or should I say Kévin) is back and hats off to Aldi for another strong creative. The little carrot perfectly exemplifies the power of a fluent device, driving strong brand recognition even in an unfamiliar summer environment. The success of the creative also reminds us why, if it ain’t broke, don’t fix it.
Featured image: Aldi / Youtube
