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Kevin the Carrot’s Christmas Ad Marks the End of a 21-Year Agency Partnership
Aldi’s Kevin the Carrot and the Christmas Wish launched on 5 November, and Ad Ranking says it ends a 21-year partnership with McCann Manchester.
Kevin the Carrot is back, and this year’s film carries a bigger story than the carrot. According to Ad Ranking, “Kevin the Carrot and the Christmas Wish” marks the end of Aldi’s 21-year partnership with McCann Manchester.
What happened
Ad Ranking’s 2026 Christmas ads tracker lists the film as made by McCann Manchester and launched on 5 November. It says the film closes a 21-year run between the supermarket and the agency, and gives its own verdict in one line: safe, warm and exactly what it needs to be.
Why it matters
Agencies change. Characters can last. A character belongs to the brand, not to the studio that makes the film, so it can carry across campaigns, formats and partners. That is the point of building one.
The ad is also a lesson in restraint. A familiar character in a familiar format lets a brand spend its energy on one new idea instead of a whole new look.
What it means for your brand
- Own your brand assets. A character, a colour or a line is only an asset if it belongs to you and is documented. Our brand identity guide covers what to record.
- Keep it consistent between agencies. Your guidelines should survive a change of supplier. See brand consistency across channels.
- Do not change what works. Safe and warm is a legitimate brief. Before you refresh anything, read how to test a rebrand before you launch.
Cover photo by Nick Fewings on Unsplash.
