England footballer and food poverty campaigner Marcus Rashford has a role Aldi’s Christmas TV ad as part of a wider campaign by the supermarket to donate 1.8 million meals to families that need help over the festive period.
The ad (see below), which premieres on TV this evening, is a Dickensian-style take on A Christmas Carol, and follows the story of Christmas loathing Ebanana Scrooge, who is reminded of the joys of the festive season by the Kevin the Carrot character that has been the star of Aldi’s seasonal ads in recent years.
The animated story introduces viewers to a medley of fruit and vegetable characters – including Marcus Radishford, which is voiced by Rashford, as well as Tiny Tom, Peas and Goodwill and Kevin’s Dickensian family.
Rashford has waged a high-profile campaign over the past 18 months to increase the support available to vulnerable children.
Rashford said: “As a family, we relied on the local food bank to get our Christmas dinner. To this day, I remember queuing outside that building with mum; mum feeling embarrassed that she might be recognised. It is with that in mind that I’m delighted to lend my support to the Aldi campaign.
“For many children in situations like mine growing up, there is very little expectation around this time of year; add the impact of the pandemic and the very least they deserve is a Christmas dinner.”
Aldi currently works with Neighbourly – who link businesses to charitable organisations in local communities – to donate its surplus food to local causes.
Neighbourly CEO, Steve Butterworth, commented: “We’re delighted to be supporting Aldi in their year-round food redistribution programme and in their commitment to donate 1.8 million meals this Christmas. These donations will help a record number of families across the UK during what is expected to be the busiest year on record for local charities and causes.”
This is the sixth successive year that Aldi’s Christmas ad campaign has featured Kevin the Carrot, with last year’s ad campaign racking up over 5 million views online.
Sean McGinty, Marketing Director at Aldi UK, said: “Christmas is a time for hope, and we’re privileged to be working with Marcus, who is one of the most inspirational young people in the UK, having done so much in the past 18 months to help provide free school meals for children.
“At the same time, it wouldn’t be the festive season without Kevin the Carrot on our TV screens, and we’re thrilled to be bringing him back for the sixth year for his many fans, in what we think is his best Yuletide performance yet. We hope our campaign will remind everyone of the true meaning of Christmas.”
NAM Implications:
- Worth keeping in mind that…
- ….Aldi was that down-market, common retailer…
- …that had no hope of succeeding in the sophisticated UK retail market when it came ashore in 1990.
