Whilst most UK Christmas advertisers eschewed consistency in favour of newness and novelty, Aldi single-mindedly invested in making Kevin the Carrot famous. Establishing his character, casting allies and foes, writing imaginative storylines and building social engagement all helped make Kevin a household name. Vitally, this created positive associations with Aldi at Christmas, when shoppers’ heads are turned by luxury, indulgence, and gift worthiness. Over 6 years Kevin even usurped John Lewis to become the UK public’s favourite Christmas advertising and his fame allowed Aldi to both redress its historic Christmas trade-out and drove significant penetration growth into each New Year.