Every Christmas, Aldi delivers some of the UK’s most anticipated festive adverts — and 2025 is no different. Kevin the Carrot, arguably the most iconic supermarket advert mascot of the decade, returns for a three-part Christmas saga filled with romance, humour, chaos, and heartwarming storytelling. While Lidl Christmas adverts, Asda Christmas adverts, and M&S Christmas adverts each take their own creative route, Aldi leans on emotional continuity and character development — something rarely seen in supermarket advertising.
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This year’s story follows Kevin’s romantic “Marry Christmas” proposal, his hilariously chaotic stag do, and finally, his long-awaited Christmas wedding with Katie the Carrot.
Let’s dive deep into the storyline, creative techniques, emotional messaging, and how Aldi’s Christmas strategy compares with other major UK retailers — including Morrison’s Christmas adverts.
Why Aldi’s Christmas Advert Always Stands Out
Since Kevin’s debut in 2016, Aldi has mastered a winning formula:
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A beloved returning character
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Family-friendly humour
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Heartfelt storytelling
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Visual charm inspired by children’s films
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Light product references without overwhelming the narrative
In a crowded holiday advertising season defined by glitter, nostalgia, and emotional soundtracks, Aldi delivers something unique: a serialised Christmas universe where vegetables have personalities, relationships, and now — a wedding!
Part 1: The Proposal — “To Me, You Are 24 Carat”
The first advert is simple, silent, and charming. There are no dialogues — only the soft, warm instrumental of “We Wish You a Merry Christmas.”
Story Highlights
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A dog trots in wearing a ring around its neck.
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Kevin holds up proposal cards — a festive nod to romantic Christmas movie tropes.
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One card reads: “To me, you are 24 carat.”
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The next reads: “Marry Christmas.” (A cheeky carrot pun on Merry Christmas)
This advert sets the tone for the entire campaign — magical, playful, and endearing.
Creative Impact
Aldi blends:
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Silent-film charm
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Romantic comedy references
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Wholesome family humour
It’s a clean, emotional opening that builds audience anticipation for more.
Part 2: The Stag Do — Chaos on the Christmas Express
Part 2 is where the humour escalates. The narration and dialogue bring strong personality to the campaign.
Plot Breakdown
The narrator opens with:
“Kevin’s Christmas proposal had been long overdue. A few weeks later, he was on his stag do.”
But things spiral quickly:
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Kevin goes missing.
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Calvin (his best man) panics:
“We’ve lost Kevin! We’re getting married tomorrow!” -
Someone responds:
“Yeah, it’s all gone pear shame.”
A witty twist on “pear-shaped,” the pun subtly references Aldi’s produce aisle while maintaining humour.
Kevin is eventually spotted on the Christmas Express, a whimsical train filled with festive vegetable characters. As the scene unfolds:
“It was full steam ahead. There was no time to wait.”
Emotional & Creative Analysis
Part 2 provides:
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Fast-paced comedic energy
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Character depth
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Visual spectacle through animated train sequences
It effectively raises tension while keeping the tone light-hearted. Aldi excels at using classic holiday tropes—lost character, race against time, comedic misunderstandings—to engage families.
Part 3: The Wedding — A 24 Carat Christmas Finale
The third advert is the emotional payoff.
Story Highlights
The narrator opens:
“The big Christmas wedding was finally here.”
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The festive venue is bustling.
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Collie Dog escorts Kevin faithfully.
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The Veg Stride band adds charm to the scene.
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A pickle character apologises for being in “a bit of a pickle.”
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A moment of doubt arises:
“We can’t get married now.” -
But Kevin reassures Katie:
“Of course we can. Kelvin’s got the ring. It’s time to do our thing.”
The vows are heartfelt:
“You know I love you. My heart is true… Will you say… It’s been 10 years?”
It ends with:
“There’s no time to wait. Make this great Christmas one to celebrate.”
Emotional Impact
Part 3 taps into:
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Romance
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Nostalgia
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Celebration
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Unity
It offers a cinematic, feel-good finale worthy of a Christmas Eve premiere.
Why Aldi’s 2025 Campaign Works So Well
- A decade-long emotional bond (Kevin debuted in 2016)
- Character-driven storytelling rarely seen in supermarket ads
- Perfect tonal balance: comedy + romance + festive spirit
- Clear brand identity reinforced through produce puns and visual storytelling
- Multi-part storytelling that encourages sequential viewing
Compared to brands like Lidl Christmas adverts or Asda Christmas adverts, Aldi uses continuity and character world-building — more similar to animated film franchises.
Creative Techniques Used in the Aldi Christmas Advert Trilogy
Stop-Motion Style Animation
Soft, handcrafted visuals make the ads feel like Christmas storybooks brought to life.
Narration & Voice Characters
Aldi uses warm, comedic voiceovers that feel familiar and comforting.
Music & Sound Design
From gentle instrumentals to festive orchestration, the soundtrack elevates emotional engagement.
Prop Styling
The ring-bearing dog, Veg Stride band, and the Christmas Express train add immersive world-building.
Aldi Christmas Advert vs Other UK Christmas Adverts (2025 Edition)
Lidl Christmas adverts
Lidl often focuses on real families or comedic twists; Aldi relies on animated characters and emotional arcs.
M&S Christmas adverts
M&S typically leans toward glamour and premium food storytelling, while Aldi embraces humour and relatability.
Asda Christmas adverts
Asda often uses celebrity tie-ins or bold humour (e.g., The Grinch 2025). Aldi opts for timeless, family-safe storytelling.
Morrison’s Christmas adverts
Morrison’s often centers around heartwarming family interactions; Aldi crafts whimsical animated narratives designed for all ages.
Aldi’s consistency in character-driven storytelling sets it apart across the entire sector.
How Aldi’s Campaign Connects to Wider Seasonal Traditions
Aldi’s advert release often coincides with other major seasonal marketing trends:
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DIY gifting seen in Christmas DIY holiday kits
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Themed supermarket campaigns like Morrison’s Christmas adverts
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Big-budget holiday films and festive narratives
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Retail brand storytelling competing for emotional impact
Kevin & Katie’s wedding becomes part of the cultural Christmas tradition—something kids (and adults!) look forward to every year.
FAQs About the Aldi Christmas Advert 2025
What is the storyline of Aldi’s 2025 Christmas advert?
It follows Kevin proposing to Katie, losing his way during his stag do, and eventually getting married in a festive carrot wedding.
Why is Kevin the Carrot so iconic?
He has appeared annually for nearly a decade, building emotional familiarity with audiences.
How many parts does the 2025 advert have?
Three parts — the proposal, the stag do, and the wedding.
Which other supermarkets released major Christmas ads in 2025?
Brands like Lidl, Asda, M&S, and Morrisons all launched significant festive campaigns.
Why do Aldi’s Christmas adverts perform so well?
They balance humour, emotion, and recognisable characters in a cinematic, family-friendly format.
Conclusion
Aldi’s 2025 Christmas advert trilogy — from Kevin’s adorable proposal to his chaotic stag adventure and heartwarming wedding — is one of the strongest festive campaigns of the year. While competitors like Lidl Christmas adverts, M&S Christmas adverts, Asda Christmas adverts, and Morrison’s Christmas adverts each bring their own signature style, Aldi once again proves that storytelling, emotion, and returning characters can create a cultural phenomenon.
Through charm, creativity, and consistency, Aldi reminds us why Kevin the Carrot continues to be the nation’s favourite festive vegetable — and why Christmas advertising wouldn’t be the same without him.
