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We’re more than just another consultancy. We are founding partners of byTheNetwork, an award-winning, global network of 34 independent agencies; covering 34+ key markets worldwide.
Beloved characters like Aldi’s Kevin the Carrot and the M&S Fairy are back, delighting audiences with their much-anticipated returns. It’s a winning formula—stick with what people already love. And judging by the buzz they generate year after year, it’s a strategy that keeps delivering.
Since debuting in 2016 (Kevin) and 2021 (the Fairy), these characters have become mainstays of festive advertising—and for good reason. Last year, both campaigns topped the charts for effectiveness, proving that audiences don’t just like these characters; they love them.
Their return in 2024 builds on that momentum, showing that these characters aren’t just gimmicks—they’re reliable vehicles for driving emotional connection and brand recall. Aldi’s Kevin, for example, continues to embody the retailer’s playful, value-driven ethos, while the Fairy reinforces M&S’s association with indulgence and festive cheer.
In fact, Kevin and the Fairy are on their way to becoming festive icons—right up there with tinsel and turkey. Their charm lies in their instant recognisability. There’s no need for brands to waste time introducing new characters or over-explaining concepts. Instead, they can dive straight into the fun, delivering ads that connect quickly and effectively
And audiences love it. When Kevin’s mischievous grin or the Fairy’s sparkling sass lights up the screen, it feels like revisiting a beloved holiday tradition.
Consistency, with a touch of novelty
Reusing these characters is more than a safe bet; it’s a savvy one, particularly in an economic climate where audiences appreciate reliability, but still want a little dash of escapsim. By reusing what works, brands avoid the risk of a misstep while keeping the creative process more streamlined. But even the classics need a refresh now and then.
Aldi’s 2024 Kevin ad, for example, is a playful mash-up of James Bond, Minions, and Mission Impossible—a whirlwind of action and humor that keeps Kevin’s adventures feeling fresh. Meanwhile, M&S adds a modern, cheeky flair to its Fairy campaign, leaning on Dawn French’s comedic genius to land those all too relatable moments. These tweaks keep things lively without losing the magic that audiences already adore.
Of course, this leads us to the question on everyone’s lips: when will M&S’s Percy the Pig make his grand return? If Kevin and the Fairy have taught us anything, it’s that the public has room in their hearts (and shopping trolleys) for a few more festive characters.
At the heart of these campaigns is a masterclass in simplicity. In a season where many brands chase elaborate, high-concept ideas, Aldi and M&S prove you don’t need to overthink it. Sometimes, all it takes to connect is a carrot or a fairy.
These ads aren’t about sparking cultural phenomena—they’re about delivering what works. They know their audience, and they deliver with confidence, humor, and charm. In the chaos of Christmas advertising, there’s strength in keeping it simple—and that’s why these campaigns continue to shine.
→ Emily Gray brings extensive knowledge from her combined agency, client, and startup background, having worked with brands such as Diageo, Bank of New York, Vanguard, ANZ, SchweppesAsahi and O2. She specialises in connecting creativity and commercial outcomes and is a trusted advisor to both CMOs and CXOs alike.
