Photo courtesy of Aldi

Rashford backs Aldi in Christmas campaign that includes Kevin the Carrot

Produce Business report

Star footballer Marcus Rashford MBE added his name and branding power to Aldi’s Christmas TV ad, which is part of a campaign to get meals into the homes of 1.8 million UK families. In the Christmas Carol-style pitch, Aldi brought back its popular Kevin the Carrot character. Ads began running last week. Rashford appears in the ad as Marcus Radishford, to complement the other fruits and vegetables.

Rashford has been vocal about his support for children over the past few years. The 24-year-old’s family struggled to overcome poverty in Manchester. Now, as a star of Manchester United, he is giving back.

“As a family, we relied on the local food bank to get our Christmas dinner,” Rashford said. “To this day, I remember queuing outside that building with mum; mum feeling embarrassed that she might be recognised. It is with that in mind that I’m delighted to lend my support to the Aldi campaign. For many children in situations like mine growing up, there is very little expectation around this time of year; add the impact of the pandemic and the very least they deserve is a Christmas dinner.”

Aldi is collaborating with Neighbourly to help get healthy meals, comprised of food that normally would go to waste, to families throughout the UK.

“We’re delighted to be supporting Aldi in their year-round food redistribution programme and in their commitment to donate 1.8 million meals this Christmas,” Neighbourly CEO, Steve Butterworth said. “These donations will help a record number of families across the UK during what is expected to be the busiest year on record for local charities and causes.”



The Latest from PBUK

Subscribe to PBUK!

Get regular produce industry insights, sign up for our email newsletter below.