Aldi and Kevin The Carrot announce Pinterest partnership to push retailer's new festive campaign

Aldi and Kevin The Carrot have teamed up with Pinterest to promote their new festive campaign.

Leveraging a series of Pinterest’s new ad formats for the first time such as Lead ad, Premiere Spotlight and Breakthrough video, Aldi’s campaign also marks a category first by featuring a secret board, giving users the chance to access a Pinterest board full of festive cheer. 

Users searching for Christmas inspiration will discover an animated ‘Golden Pin’ video which adopts a breakthrough technique to appear in the home feed, giving them exclusive access to the Secret Christmas Factory Pinterest board.

The invite mechanic behind the Golden Pin utilises the Lead Generation ad format and invites users to fill in their email and Pinterest handle, to be added to the secret board.

Each week, new content will be added to the board and in the week leading up to Christmas, Aldi will open up The Christmas Factory board for all to access.

Additionally, Aldi will be displaying scannable Pinterest codes in-store and in its digital magazine to drive shoppers to the board.

According to a press release: “Millions of people visit Pinterest every month to plan and shop, bringing all their ideas to reality. As the home of festive inspiration, with searches for ‘Christmas ideas’ and ‘Christmas recipes’ both up 10x over the last three months, Pinterest is the ideal platform to host Aldi’s Christmas factory.”

“The secret board will be packed full of inspiration for Christmas activities and festive fun, including exclusive products, recipes, treats, competitions and inspirational content from special guests such as the Plumty-Dumptys.”

This is also Aldi’s first Premiere Spotlight campaign on Pinterest. Premiere Spotlight, which is designed to help advertiser’s reach large audiences.

Brands can tap it to secure premium placements on the platform for a selected period of time to promote high visibility campaigns to users.

Karen Bloom, Creative Strategy Lead at Pinterest UK, says: “Millions of people come to Pinterest every month looking for fresh ideas they can take action on. It’s important for us to make it easy for users to find content which is relevant to what they're looking for - which for many people at this time of year, is all things Christmas.”

“We’re excited that Aldi leveraged our insights and ad formats in such a creative and cut-through way in order to surprise, delight and inspire people with the very things they're looking to buy this festive hosting season.”