THE CARROT CARD
EVERYDAY PRICELESS
As 2026 draws to a close, many British families are struggling to afford fresh, healthy food, let alone a big Christmas, as the cost-of-living crisis deepens and UK Prime Minister Andy Burnham tours the UK in search of solutions.
During the winter holidays, with no free school meals and higher heating bills than ever, many children will suffer what’s called Holiday Hunger, a nutritional deficit that can leave them physically and mentally struggling to keep up with their peers.
THE CHALLENGE:
CHRISTMAS HOLIDAY HUNGER
Food banks are a life-saver. Trussell distributed 2.6 million food parcels in 2025 (900,000 of them for children), and Aldi already runs an amazing scheme with Neighbourly, distributing food that would be wasted to families in need.
But food banks cannot solve two big problems:
Without expensive refrigerated storage and logistics, food banks can only provide store-cupboard food, which means there is a “real risk of children and families becoming deficient in fibre, calcium, iron and a variety of vitamins.”
Relying on handouts has a stigmatizing effect on recipients, made worse by their lack of choice. They have no agency in how they feed their children.
THE SOLUTION?
Two of McCann’s biggest clients are already committed to addressing these problems, offering a unique opportunity to launch a streamlined, high-impact, joint campaign that dovetails with their existing initiatives and technologies.
THE OPPORTUNITY
INTRODUCING…
THE CARROT CARD
Feeding the Nation, Ending the Stigma
HOW IT WORKS
The Carrot Card
- All Carrot, No Stick
Feeding the Nation, Ending the Stigma
HOW IT WORKS
Chef Carter already works with Aldi to promote children’s nutrition. And Jamie Oliver (with whom we have a working relationship) is already a national legend for promoting affordable nutrition for kids.
We think their on-screen chemistry will be unique and hilarious (especially with our comedy writing behind them!).
We propose a short series of funny, social-first, “fresh produce” focused cooking shows that will appeal directly to parents who know what it’s like to cook with/for fussy kids, culminating in a Christmas special.
Each week, the duo will prepare a meal plan: five fresh family dinners for a tenner or less featuring products from Aldi’s Super Six and other seasonal produce - a guide to parents who perhaps aren’t used to having access to all this fresh food.
These recipes (and the shows) are linked from a QR code on the back of the Carrot Card.
The Campaign
WHY IT WORKS FOR ALDI
WHY IT WORKS FOR MASTERCARD
Mastercard and Aldi – two brands, one brand purpose
It is not just red and orange which Aldi and Mastercard share. They have a similar sense of corporate responsibility and a disruptive approach to advertising. While Mastercard has been championing inclusion and accessibility, Aldi has been championing people’s access to healthy nutritious food.
“They believe that everybody has the right to high quality food. It is a company that is engineered to live up to that claim.” Robert Doubal, CCO, McCann London
In 2024, Mastercard ensured that over 300,000 children had access to meals in schools in Kenya.**
Meanwhile Aldi has donated millions of meals to adults, children and families in the UK***
Brands are currently trusted more than governments to deliver social change. ****