Despite success as a discount supermarket, Aldi still had an issue at Christmas. Its core shoppers spent disproportionately more than average on making their Christmas special, but they didn’t spend it all with Aldi. By creating and sticking with the Kevin the Carrot character over Christmas 2016-2017, Aldi stayed more top of mind for its shoppers, built an emotional connection with the brand and showcased its Christmas range. Aldi dramatically reduced its Christmas dip in market share and became the fastest-growing supermarket of Christmas 2016 and 2017.