Aldi had its best Christmas ever thanks to ‘standout’ Kevin the Carrot Xmas ad

Aldi hails its best Christmas ever as it lured more than half a million customers across from its more expensive Big Four competitors over December
During the run up to Christmas, Aldi sold more than 43 million mince pies, 21 million British pigs-in-blankets and 118 million Brussels sprouts.
// Aldi hails its best Christmas ever as it lured more than half a million customers across from its more expensive Big Four competitors over December
// The retailer put this down to its “standout” Xmas TV ad which saw the return of Kevin the Carrot & a Marcus Rashford cameo

Aldi has hailed its “best Christmas ever” drawing in half a million Big Four customers across and being the only supermarket to grow sales during the month of December.

The discount grocer reported that sales in the month of December rose 0.4% compared to the same period in the previous year when sales were artificially inflated due to the national lockdown and closure of hospitality amid Covid-19.

According to Kantar data, Aldi was the only supermarket to report year-on-year sales growth in December, while sales were up 8.1% on a two-year basis.


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During the run up to Christmas, Aldi sold more than 43 million mince pies, 21 million British pigs-in-blankets and 118 million Brussels sprouts.

Its shoppers also bought more than 5.5 million bottles of champagne, sparkling wine and prosecco for Christmas and New Year celebrations.

Aldi said its price offering had also lured more than half a million customers across from its more expensive Big Four competitors during the festive period and the retailer put this down to its “standout” TV advert campaign which saw the return of Kevin the Carrot and a cameo from Marcus Rashford.

Aldi’s chief executive Giles Hurley said: “Kevin the Carrot reminded Britain last year that you do not need to be extravagant to be kind, just as you do not need to spend a lot to indulge your family with a little luxury at Christmas.

“As the UK’s fastest growing supermarket in 2021, our premium Specially Selected range notched up its highest ever sales. We saw strong demand for our award-winning beers, wines and spirits. Stand-out popular products included our Specially Selected Exquisite Chesham Bronze Turkey as well as our English Sparkling Wine.

“As we look ahead, the top priority for most families this year will be managing their household budgets in the face of rising living costs. As the cheapest supermarket in Britain, Aldi will always offer the lowest prices for groceries, no matter what, and continue to support our British farmers and producers.”

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1 COMMENT

  1. However Aldi offered no like-for-like data on how existing stores had performed based on the same period last year. Without it, analysts can only speculate on whether the growth came from new store openings.

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