The Aldi supermarket chain in the UK is sprinkling a little extra romance — and plenty of whimsy — over the holiday season with its “More carrot and a little less carat” promotional giveaway, a light-hearted campaign marking the 10th anniversary of Kevin the Carrot. For a decade, Kevin has charmed British viewers as the supermarket’s festive mascot, starring in annual holiday ads that parody everything from Home Alone to Love Actually. This year, the beloved root vegetable took his storyline to the next level: He got down on one knee and proposed to his long-time love, Katie the Carrot.
To mark the proposal and Kevin’s milestone anniversary, Aldi unveiled a cheeky giveaway: four limited-edition “Carrot” gold engagement rings, crafted in collaboration with a British jeweler. Designed more for smiles than status, the ring is a playful wink at traditional bridal jewelry — and a reminder that a holiday proposal doesn’t always require a 10-carat diamond.
The ring itself is surprisingly charming. Its centerpiece is a pear-shaped orange cubic zirconia cut and set to resemble a carrot. At the top, two marquise-cut peridot accents represent leafy greens, adding a fresh pop of chartreuse. The jewels are mounted on a yellow gold-plated sterling silver band, bringing just enough polish to make the piece feel like a proper (if unconventional) engagement ring. It’s adorable, quirky and unmistakably Kevin.
To win one, UK shoppers were invited to email their holiday proposal plans and explain why their partner deserved a carrot-shaped engagement ring — an application process nearly as amusing as the prize itself. The competition, which began in early November and runs through midnight tonight (11/19), quickly became a feel-good talking point on social media.
Aldi’s motivation for leaning into a romantic theme this year wasn’t random. According to new research commissioned by the retailer, Brits still have a soft spot for heartfelt proposals: a third said Christmas engagements feel “magical,” and nearly half would happily say "yes" to a ring costing £10 if the moment felt meaningful. Many even admitted they enjoy novelty designs. In other words, the perfect conditions for a promotion centered on vegetable-themed jewelry.
For Aldi, the campaign also underscores what the company has long stood for. Founded in Germany and now operating 13,400 stores globally — including 2,400 in the US — the supermarket is known for its no-frills approach, delivering quality without the high price tag. So why not apply the same philosophy to engagements? Less carat, more carrot.
Of course, most newly engaged couples will still prefer their gemstones mined, but as a festive joke, a collector’s item or a bit of holiday sparkle inspired by the UK’s most famous carrot couple, Aldi’s novelty ring hits the spot. And with Kevin and Katie officially engaged, shoppers can expect even more romance — and likely more puns — as their animated love story continues through the season.
Credits: Close-up conceptual rendering of Aldi's "carrot" engagement ring by The Jeweler Blog using ChatGPT and DALL·E 3. "Carrot" engagement ring in jewelry box photo via aldipresscentre.co.uk.