NEW golden quarter logo black (Nov 2021)

The ad, which premiers today, also features a new Christmas-loathing character, Ebanana Scrooge, and is a take on the Dickensian yuletide classic A Christmas Carol

Alongside Kevin the Carrot, the animated story introduces viewers to a medley of fruit and vegetable characters, including Marcus Radishford, voiced by the England striker, Tiny Tom, Peas and Goodwill, and Kevin’s Dickensian family.

As part of the seasonal campaign, Aldi will donate more than 1.8 million meals to families that need help across the UK over the festive period.

Rashford, who was awarded an MBE this week for his campaign to support vulnerable children, spoke about his own impoverished childhood in Wythenshawe, Manchester.

“As a family, we relied on the local food bank to get our Christmas dinner,” he said. “To this day, I remember queuing outside that building with Mum, and 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 will work with Neighbourly – which links businesses to charitable organisations in local communities – to donate its surplus food to local causes.

Aldi UK marketing director Sean McGinty 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.”

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