Aldi fans call Kevin the Carrot's helpline to find missing Cauli-Dog

Kevin the Carrot is back, but this Christmas brings heartache for the beloved vegetable. According to the Mirror ^[1], the family’s “Cauli-dog” has gone missing, prompting Kevin and his daughter Chantenay to launch a festive “pawsuit” across the snow.

Fans are already rushing to call the dedicated helpline, 03335775577, listed on Lost posters in the ad. The Daily Mail reported ^[2] that callers are treated to a voicemail from a shivering Kevin, who is currently out searching for his beloved pet. The number also directs shoppers to Aldi’s Facebook page, where hopeful owners claim to have spotted the nervous dog, who is described as “friendly, but nervous around cheese”.

The four 30-second spots follow Kevin and Chantenay as they discover tiny paw prints leading into the wilderness. Their journey includes a run-in with a scarecrow and a brief, terrifying encounter with what appears to be a bear, but turns out to be a cuddly squirrel with a frozen acorn. The trail eventually leads them back home, where the family finds the Cauli-Dog inside a gold Christmas cracker, popping out in a green jumper and party hat.

Julie Ashfield, chief commercial officer at Aldi UK, said the campaign reminds shoppers that “the real magic of Christmas is being together with the people, and pets, we love”. The advert, which closes with the line “All You Want For Christmas”, launched on Thursday at 8pm on UK television.

In contrast, John Lewis has released its own commercial, Gloria And Pickles, starring Dame Kristin Scott Thomas. The Daily Mail noted ^[2] that the ad features the Oscar-nominated actress as Gloria, a glamorous grandmother navigating the cost of living crisis. With the help of Pickles, a talking toy dog voiced by Paul Whitehouse, Gloria avoids giving cash gifts. Instead, she transforms a room into a “Gran Cave” using items costing less than £100, complete with disco balls and a record player.

The John Lewis campaign, created by Saatchi & Saatchi, features a cover of the Rolling Stones’ You Can’t Always Get What You Want by Sam Fender. However, reactions have been mixed. Some viewers hailed the ad as a “return to form”, praising Kristin Scott Thomas’s portrayal of a “glam granny”. Others criticised the depiction of the grandchildren as “rude and entitled”, with one commenter noting that Gloria appeared to be spending a fortune to buy their affection.

While John Lewis leans into nostalgia and budget-conscious magic, Aldi keeps its tone light-hearted. The Mirror ^[1] highlighted the comedic contrast between the two retailers, noting that Aldi’s ad rarely attempts depth, focusing instead on the joy of discovery and the promise of festive treats. For those hoping to help, the Cauli-Dog’s location remains a mystery, though one social media user quipped that the dog “will probably turnip when he’s hungry”.