£618m incremental revenue
CaseBrand Strategy
Aldi and Kevin the Carrot - what six years of one character is worth
Aldi committed to Kevin the Carrot as a Fluent Device across six Christmases. The character's System1 Star Rating rose from 3.0 in 2016 to 5.8 by 2020, and the platform delivered £618m in incremental revenue, 54% value share growth, £2.63 net profit per £1 spent and a 263% ROMI on £42.52m of advertising, winning the Global Grand Effie in 2023.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
p. 104-105, The Creative Dividend (Effie x System1, 2026), Gain Theory data 2016-2022
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StatCreative quality and media support together explain most of what a campaign achievesPrincipleCreative Dividend and Excess Share of Creativity - creative advantage, then creative advantage at scaleStatCreative advantage backed by media raises the odds of market share growth in a straight lineStatThe profit payoff from creative advantage compounds rather than accumulatesPrincipleDistinctiveness turns spend into revenue, emotion turns revenue into profitStatDistinctive and emotional work multiplies profit hardest on the smallest budgetsStatCreative quality is the largest profit multiplier a marketer actually controlsWarningMarketers rank targeting above creativity, and the data says it is the other way roundStatCampaigns that deliver several business outcomes are dramatically more likely to deliver profitStatRevenue is the easy result, profit is the rare oneWarningStacking short-term objectives onto a campaign drives its chance of profit to zeroStatThe rise of short-term campaign objectives tracks platform revenue almost perfectly