Aldi has unveiled its full Christmas advert following a teaser last week. The light-hearted ad (see below) features its Christmas mascot of recent years, Kevin the Carrot, and tells the story of his adventure to get back to his family and home for Christmas.
New characters include Harry the Hedgehog alongside actor Jim Broadbent playing Father Christmas.
Sean McGinty, Marketing Director at Aldi UK, said: “We’re all thrilled to see Kevin back on our screens again, getting up to his usual tricks. Kevin’s popularity keeps on growing and this year, more so than any other, Kevin’s return to TV screens will come as a welcome relief for so many.”
After premiering on YouTube today, the advert debuts TV this evening.
Meanwhile, Marks & Spencer has launched its Christmas campaign, featuring an all-star line-up and a charity focus.
As expected, its festive marketing will mainly focus around its food division this year. The first (see below) of nine adverts for the festive season features the voiceover of actress Olivia Colman.
The retailer plans to release the other adverts each week leading up to Christmas, with voiceovers from Chiwetel Ejiofor, Eddie Redmayne, Gillian Anderson, Dame Helen Mirren, Jeremy Irons, Dame Julie Walters, Naomie Harris and Tom Hardy.
M&S is putting charity at the heart of the campaign, pledging to donate £2m to good causes. The famous voiceover cast have all selected charities to which M&S Food will make a donation on their behalf. In addition, each time a customer on the retailer’s Sparks loyalty scheme shops at M&S in-store or online, it will donate to their selected charity.
“2020 has been a difficult year for all of us but at a time when charities are seeing their incomes fall significantly, we want to make sure that the M&S Food Christmas campaign builds on our existing charity partnerships and gives much-needed support to those that need it most,” said M&S Food Marketing Director Sharry Cramond.
“This is not the year for advertising fairy tales – our customers want this Christmas to be as special as possible but have told us that they want to know about the M&S Food must-haves and how we are supporting others.
“All charities featured in the TV ad will receive their donations ahead of Christmas so they can use the money immediately where it’s needed the most and we are indebted to the nine amazing actors who gave their time so willingly to support these great causes.”
NAM Implications:
- Big Christmas dilemma for retailers:
- reality or escapism?
- aspirational or life as is?
- M&S: wonder how it resonates with consumers living via foodbanks in mini flats in lockdown?
- Obviously not their target audience, so M&S must be very sure of their specific customers and circumstances…
- Aldi and Lidl will try and repeat last year’s success…
- …and try to hold share at Christmas.
- Key will be how post-Christmas works out…
- Especially as UK population hasn’t even begun to understand…
- …what Brexit means in terms of food.
