Lidl takes a swipe at Aldi’s Kevin the Carrot in Christmas ad

Lidl makes fun of tear-jerking festive ads that “make you feel sad” using “emotional gravy” and instead offers us a “Christmas you can believe in.” As a fork stabs into a roasted carrot resembling Aldi’s Kevin, the song goes, “We don’t need cutesy characters when our carrots taste this good.”

Opening on a snowy scene, Karmarama’s spot shows a girl leaving a mince pie on the windowsill. The song asks: “Could a friendship be ahead?” The answer is that “No. It’s a Christmas ad from Lidl with great prices instead.

Ryan McDonnell, commercial director at Lidl GB, said: “We all need a little light relief this year. We wanted our Christmas ad to show customers that our commitment to high quality at Lidl prices means everyone can believe in a great Christmas – and we had a bit of fun doing it too.” The campaign includes a commitment to local charities.

Good to see some levity coming through this year, and some acknowledgement that we’ve had enough of soppy ads. We seem to have finally reached the “Christmas advertising will eat itself” stage.

MAA creative scale: 7.5

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.