Sources: Aldi's UK, Australia and USA ads
Aldi, the German hard discount grocery giant, is known for its private labels and low prices in markets around the globe. While the value emphasis is central to its marketing efforts worldwide, how it communicates to its customers can vary widely by country. Three cases in point are the very different commercials developed by Aldi’s business units in Australia, the U.S. and the UK for Christmas 2018.
The popularity of the spots on YouTube differs dramatically, as well. Aldi UK’s “Kevin the Carrot and the Wicked Parsnip” has been viewed nearly three million times on YouTube since it was published on Nov. 7. On the other end is Aldi USA’s “Shop Differentli” commercial, which is displaying a count of just over 100 views since being launched four days ago. Aldi Australia’s “Santa Crashes Christmas” sits in the middle with nearly 871,000 views on the social channel.
Aldi UK’s Kevin the Carrot is back for the third year running. The grocer has marketed the popular character in merchandise, including plush toys that led to long lines outside the chain’s stores in England last week. Last year’s version of the Kevin the Carrot toy sold for up to £1,000 on eBay, which may explain why Aldi UK’s Twitter feed described old people and children being knocked around by grown men rushing into the store to find the toy.
The “Santa Crashes Christmas” spot looks to simultaneously capture the spirit of the season as well as the Australian people. Aldi USA’s spot keeps it simple and makes the case that it can fulfill many of its shoppers Christmas needs (even one from way up North).
- Aldi UK/Kevin the Carrot and the Wicked Parsnip – YouTube
- Aldi USA/Shop Differentli – YouTube
- Aldi Australia/Santa Crashes Christmas – YouTube
- Crowds Of People Are Fighting Over Aldi’s New Kevin The Carrot Toy – Delish
- Kevin the Carrot: Who Is Aldi’s Toy and Why Are People Queuing Up to Buy Him? – Independent