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Podcast: Uncensored CMO
Episode: Lessons from Aldi's IPA Gold winning Kevin the Carrot - McCann
Description: As Christmas ad season is in full swing, I speak to the planning and strategy team from McCann Manchester, the agency that created Aldi’s Kevin the Carrot.What we cover in this episode:Why Darren and Jamie bring a life size Kevin’s to meetingsThe benefit of doing strategy as a pairConvincing a sceptical customer to shop at Aldi for ChristmasTaking inspiration from John Lewis the reigning king of ChristmasHow the humble carrot being the big ideaSelling the idea into AldiWhy they didn’t want to recreate a brand new campaign every yearThe challenge to beat K...