Legacy Communications has today unveiled a new campaign for ALDI Ireland, positioning ALDI’s well-known character Katie the Carrot as the Irish women’s rugby team’s Chief Luck Officer (C.L.O.) ahead of the Rugby World Cup.

The digitally led campaign centres on a video content series produced with The Coop, blending humour and national pride to engage fans and highlight ALDI’s ongoing partnership with the IRFU.

The activation features ALDI brand ambassadors and Ireland internationals Linda Djougang and Béibhinn Parsons, alongside former Ireland captain Fiona Coghlan, as they prepare to support the team both on and off the pitch.

Multi-Channel Activation

Running across match day, in-store, print, digital, social and PR, the campaign follows Katie the Carrot working tirelessly to motivate players, boost morale and bring an extra dose of luck to the squad.

ALDI’s familiar mascot Kevin the Carrot also features, while fans are encouraged to get involved by showing their support online and in stores.

The campaign films will appear across social media, digital display and in-store screens throughout the build-up and during the tournament in England.

“I am delighted about Katie the Carrot’s appointment as Chief Luck Officer,” said Béibhinn Parsons.

“As we prepare to take on the best teams in the world, it’s great to know that Katie will be there to bring the luck of the Irish.”

“It’s shaping up to be a brilliant month for women’s rugby and we hope the entire country will get behind us.”

ALDI’s investment in women’s rugby extends beyond sponsorship visibility. As the Official Fresh Food Partner to Irish Rugby, the retailer continues to back the ALDI Play Rugby programme, which has recorded a 54% increase in girls’ participation over the past three years.

Girls now account for 48% of all players taking part in the grassroots initiative.

 

 

 

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