Aldi and Kevin The Carrot have partnered with Pinterest to celebrate Aldi’s festive campaign. Leveraging a series of Pinterest’s new ad formats for the first time, including Lead Generation Ad, Premiere Spotlight and Breakthrough Video, Aldi’s campaign features a secret board, giving users the chance to access a Pinterest board of festive joy.

Pinterest users searching for Christmas inspiration will discover an animated ‘Golden Pin’ video which adopts a Pinterest breakthrough technique to magically appear in the home feed, giving them exclusive access to the Secret Christmas Factory Pinterest board. The exclusive invite mechanic behind the Golden Pin uses Pinterest’s 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 enjoy. Additionally, Aldi will be displaying scannable Pinterest codes in store and in its digital magazine, to drive shoppers to the board. 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.

“Millions of people come to Pinterest every month looking for fresh ideas they can take action on,” said Karen Bloom, Creative Strategy Lead at Pinterest UK. “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.”