Analysis: Kevin the Carrot continues to deliver for Aldi
December 9, 2025
Kevin the Carrot is celebrating a decade of fluent device success, with Aldi’s 2025 Christmas advert trilogy scoring an average of 5.5 Stars across its three part series with creative effectiveness platform System1.
System1’s Star Rating predicts an advert’s long-term brand growth and is calculated by measuring emotional response to each ad, with a score of 5.0 or above considered ‘exceptional’. The three adverts in the Kevin trilogy achieved Star Ratings of 5.8 Stars (Part 1), 5.7 Stars (Part 2), and 4.9 Stars (Part 3) respectively – all higher than the average score for Christmas creatives in 2025 (4.5 Stars).
This latest instalment from Kevin brings wedding bells for the anthropomorphic carrot, as he prepares to marry his bride-to-be, Katie. Each of the three adverts shows a different part of the romance, from Kevin’s Love Actually inspired proposal, to his chaotic stag do and, finally, his wedding day.
Along with scoring high Star Ratings, the three adverts also earned exceptional Spike Ratings (ranging between 1.47-1.58), indicating their strong capacity to drive short-term sales. Very few brands deliver this level of consistent year-on-year performance; over the past five years, the only brand to match Aldi’s run is Coca-Cola, thanks to its iconic ‘Holidays Are Coming’ campaign.
Jon Evans, Chief Customer Officer at System1 and host of the Uncensored CMO podcast, commented: “Kevin strikes gold again, with the nation’s most familiar (and now lovestruck) brand asset once again busting the wear-out myth. Brand consistency is especially important during the festive period, when hundreds of creative campaigns are all vying for audience attention. A decade of Kevin has enabled Aldi to strengthen brand perception, endear audiences, and turn its annual Christmas ad into a much-anticipated event.”
Kevin the Carrot was first introduced by Aldi in the UK in 2016 and has consistently scored well with System1. In 2024, Kevin the Carrot’s Christmas Mission earned 5.9 Stars, with an exceptional 1.66 Spike Rating.
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