On Christmas Eve in the UK, millions of excited children leave a mince pie for Santa and a carrot for his reindeer by the chimney breast.

We dramatised this charming tradition to make a humble, everyday carrot the hero of the Aldi Christmas commercial. A magical way to communicate the brand positioning.

Christmas is a day like any other, and your home and town are the same places that they always are, and yet they are transformed into something magical and special. Aldi with its unique combinations of price and quality can do this for more people, not just the better off.

What better way to do this than to take the most everyday thing and transform it into something ‘amazing’, using it to showcase all of the ‘Amazing’ things available at Aldi at Christmas and have them brought to you by the most everyday of items.

Inspired by all of the millions of children who leave one out for Rudolf every year alongside a mince pie for Father Christmas, we settled on a carrot – called Kevin - who wanted to meet Santa, walked us all through Aldi’s amazing Christmas range and in process won the hearts of the public.

• 7.8 million views on social media.

• Record Christmas sales, up 15.1% on December 2015.

• 38. 8 million impressions.

• 1 million interactions.

• 18.27% engagement.

• Our soft toy ‘carrot’ sold out within 30 minutes of going on sale, then appeared on eBay

for ten times the original price.