Discount grocer Aldi has unveiled a whimsical Easter campaign that sees a 12-year-old girl’s artwork at the centre of its latest promotional push.

Created in partnership with comms agency Clarion, the work is the culmination of the supermarket’s Design an Easter Egg competition, which gives a young artist the chance to become the face of its 2025 Easter campaign.

Aldi chose North London pre-teen Naomi Martínez’s ‘Dairyfine Ice Cream Egg’ design, which features an ice cream character topped with a strawberry drizzle, from hundreds of other entries from across the UK.

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Naomi’s design has now hit the shelves at Aldi stores up and down the country, and according to the grocer, has garnered a five-star ‘Taste Test approved’ badge from The Telegraph.

Clarion worked closely on the campaign, helping to bring the design into physical form and also secured an on-site visit for Naomi to Aldi’s National head office in Atherstone, where she met the Buying Team and saw her egg brought to life for the very first time.

The Easter marketing drive follows the German brand’s successful festive campaign, which saw the return of the Kevin the Carrot win numerous plaudits and top various lists.