Darren Hawkins
One of the dynamic duo behind Aldi's Kevin the Carrot
Best podcasts with Darren Hawkins
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Nov 30, 2022 • 1h 15min
Lessons from Aldi's IPA Gold winning Kevin the Carrot - McCann
Jamie Peate and Darren Hawkins of McCann, the duo behind Aldi's Kevin the Carrot, discuss the secret behind the UK's most loved carrot. Topics include bringing a life-size Kevin to meetings, convincing skeptics to shop at Aldi, taking inspiration from John Lewis, balancing entertainment with tough times, testing early stage ideas, the business results of the Kevin campaign, and the power of fame and consistency.
