Aldi has unveiled its first festive TV advert starring Kevin the Carrot, following days of anonymous teasers promoting the campaign.
The discounter had created the @IKevinTheCarrot handle on Twitter to promote the Christmas campaign, but didn’t mention which retailer was behind it.
It sparked interest across social media, with many speculating that Kevin would be the star of this year’s John Lewis Christmas ad.
But the first advert was screened on ITV this morning, revealing Aldi as the business behind the hashtags.
The ad features lone carrot Kevin and the slogan: ‘Legends aren’t born, they’re grown.’
In the first advert, Kevin makes the journey across a dining table through a festive food obstacle course with falling potatoes and a flaming Christmas pudding, in his bid to meet Santa.
Kevin the Carrot eventually makes it to the chimney breast but falls asleep, only to wake up hanging from a reindeer’s antlers as Santa’s sleigh flies across the night sky.
The one-minute advert, which is narrated by Jim Broadbent, will be screened for the second time at 7.45pm on ITV.
Aldi will also sell limited-edition Kevin the Carrot toys in store from 24 November to run alongside the advertising campaign. All profits raised will go to the discounter’s charity of the year, Barnardo’s.
Aldi joint managing director of corporate buying Tony Baines said: “We’ve had an incredibly successful year at Aldi and our Christmas advert aims to celebrate our award-winning products, commitments to fresh, British, quality produce and of course our show-stopping festive range.
“We hope viewers enjoy watching Kevin the Carrot’s story as his adventures unfold throughout the season.”