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Paul OConnell with Kevin the Carrot Download Image


ALDI Ireland unveils new campaign ‘Kevin’s Root to Paris’

The nation’s favourite carrot is back – and this time he’s lining out in green with the Irish rugby team! 

From August 17th, Kevin the Carrot will make an eagerly awaited return to Irish television screens as part of ALDI’s new fresh food campaign launched as rugby takes centre stage in France next month. 

The ad sees Kevin the Carrot join the Irish Rugby camp in the build up to the trip to France. Under the watchful eye of Ireland’s coaches and players, including Paul O’Connell and James Ryan, Kevin is put to the test as he attempts to prove just how scrum-ptious he is and hopes for a spot in a match squad. He may only be three inches tall, but he’s good with the ball! The ad also includes cameos from Gilbert the Grape and the imposing Sebastien L’Oignon. 

Will Kevin achieve grateness? Or will he be left cheering on the boys from the stands? Either way, come on Ireland, we’re rooting for you! 

Rita Kirwan, Marketing Director, ALDI Ireland, said: “Just when you thought the Irish Rugby team couldn’t get any stronger, ALDI wanted to give our lads a ‘fresh’ new secret weapon. As Fresh Food Partners to Irish Rugby we are delighted to make the iconic Kevin the Carrot available to join the Irish camp. With the help of ALDI ambassadors Paul O’Connell as Coach, and senior player James Ryan, we’ve put him through his paces with the hope of getting him up to scratch. Kevin the Carrot has his roots in Ireland – some as long as 14 inches! – and we know Irish viewers will be only delighted to see Kevin back on their screens.”

Speaking of his time so far training with Ireland, Kevin kept it short and swede: “Paul said he’s looking forward to seeing me at the team’s famous Thursday Roasts. Not sure what that involves.”

As Official Fresh Food Partner to Irish Rugby, ALDI is pulling out all the stops to get behind Ireland. Customers can show their support for Ireland and take their pictures with Kevin the Carrot cut-out displays in 160 ALDI stores nationwide.

From September 7th, ALDI customers will be able to get their hands on exclusive merchandise, including limited-edition Irish Rugby Kevin the Carrot Plush toys and Kevin the Carrot Inflatables €4.99 with a portion of proceeds being donated to Barnardos, as well as Official Rugby World Cup Ball €12.99, and Rugby World Cup Tops €19.99. Not only that, but there will be plenty of exciting Super 6 offers available in store throughout the tournament!

Irish viewers can catch their first glimpse of Kevin the Carrot on television screens from August 17th.

Watch the campaign here:


Campaign title: Kevin’s Root to Paris

Brand: Aldi Ireland 

Marketing Director: Rita Kirwan

Content and Partnership Manager: John Corcoran

Advertising Manager: John Anslow

Agency: McCann Manchester

Chief Creative Officer: Dave Price

Creative Director: Neil Lancaster

Creative Leads: Clive Davis & Andy Fenton

Agency Producer: Laura Harris 

Animation Producer: Andreea Gurbina

Account Management: James Mott, Evie Kemp & Georgina Dalgliesh 

Edit: CRAFT Manchester 

Online: CRAFT Manchester 

Audio: Tim Sutton (via CRAFT Manchester), LBS & Windmill Lane 

Media: ALDI One

For more information, please contact the Aldi Press Office on:
T: 01 5252544 or