Aldi has given its beloved Kevin the Carrot character a French twist in a new campaign to cheer on Team GB at the 2024 Paris Olympics.
The new ad, from the official supermarket sponsor of Team GB and ParalympicsGB, shows Kevin – or Kévin La Carotte – racing around the French capital in a Parisian-themed adventure so the games can begin.
Created by McCann Manchester, the ‘Race against Thyme’ ad begins with Kévin La Carotte seeing the devastating news that the Olympic torch is missingn – meaning the games can’t begin.
On the journey, the character flies through the air and performs daredevil tricks before parachuting into France’s national stadium Stade de France, which will host the Olympics, using a pair of Y-fronts printed with the Union Jack.
Related Story
When he lands, Kevin’s makeshift torch gets blown out. However, his carrot top catches alight and he’s lifted into the air by Team GB gymnastics athlete Max Whitlock to light the Olympic torch just in time to kick off the sporting festival.
As the crowd applauds and a good luck message for Team GB appears, Kevin cheers “Carrots of fire”.
To celebrate the 2024 Paris Olympics, Aldi has also launched a limited-edition Team GB version of its Kevin the Carrot soft toy which is available in store from 25 July.
The discounter revealed back in March it had extended its partnership with Team GB and will be the official supermarket sponsor for another eight years until the Brisbane 2032 Olympic games.
Click here to sign up to Retail Gazette‘s free daily email newsletter
