Aldi has brought back Kevin the Carrot for its 2025 Christmas ad, marking a decade of its festive brand mascot.

The latest ad pays tribute to classic Christmas movie Love Actually, with the initial teaser inspired by the “say it’s carol singers” scene. Kevin is seen standing outside his partner Katie’s door, accompanied by their cauliflower dog who has a ring attached to its collar, as he proposed to her using cue cards.

Developed with McCann in Manchester, the 10-second teaser will be followed by two longer ads and a number of other activations.

Watch the next installment featuring Kevin on his stag do on the Marketing Week Christmas blog

This includes a 20-second ad in the style of a breaking news segment, featuring television personality Scarlett Moffatt as the news anchor of fictional show ‘Tasty Gossip’.

There will be more breaking news style content launched on Magic Radio, with a co-branded game, as well as advertorials in Reach’s celebrity magazine portfolio, including OK And Hello.

These will be supported by a number of ad takeovers across ITV, Channel 4, and Sky Media, as well as DOOH roadblocks with Bauer during peak hours.

Kyrsten Halley, marketing director at Aldi UK, says: “We’re delighted to bring back Kevin the Carrot to screens this Christmas as we mark his 10-year anniversary.”

Last year, the retailer generated £1.6bn in sales over the four weeks to Christmas Eve, marking its “best Christmas ever”. Total sales increased by 3.4%, with sales of seasonal Christmas products rising 10% year on year.

Consistency pays off as Aldi and Coca-Cola top Christmas effectiveness rankings

Kevin first appeared in 2016 and has consistently performed well for Aldi since then.

Last year, the campaign scored the maximum 5.9 star rating for brand building potential on System1. It marked the sixth year in a row the discount supermarket broke the five-star barrier for its Christmas ads starring Kevin, with ‘consistency’ cited as a main driver for its success.

The retailer also topped Ipsos’ ranking for short- and long-term effectiveness in 2024, as well as scoring highly in Kantar’s Christmas effectiveness ranking.