All the major Christmas adverts are out - with John Lewis, M&S, Aldi, Tesco and pretty much everyone else already having launched their festive campaigns.
And while John Lewis is usually seen as the winner - thanks to its combination of nostalgia, heartwarming stories and new takes on classic songs - this year a bargain rival has claimed first blood.
Aldi posted their reaction to the John Lewis ad on social media this weekend - leading people to declare that the German discount supermarket chain has 'won Christmas'.
Sharing an image of Excitable Edgar, the dragon star of John Lewis' ad, which shows him holding a carrot, Aldi tweeted: "Can the CEO of @jlandpartners PLEASE CONTACT #KevinTheCarrot URGENTLY. Thank you. #ExcitableEdgar."
Their tweet also takes a subtle swipe at Tesco following its drama with Spice Girl Mel B last week when she called them out on Instagram for using her image in an advert to promote its Clubcard Plus, reports MEN .
John Lewis and Waitrose then responded from its official account with: "Here at John Lewis & Partners and Waitrose & Partners we are really big fans of #KevinTheCarrot and were excited to feature his photo in our campaign. What do you think @waitrose?"
Waitrose got involved by replying: "Don't panic @AldiUK. We're rooting for you Kev. Edgar's got the #LeaftyBlinders sorted so the show can go on. #ExcitableEdgar #KevinTheCarrot #jlandpartners," alongside a snap of some very festive looking, albeit rather over-cooked, sprouts.
The post has since had more than 5,000 likes as people comment on how "brilliant" the exchange was.
"Think you just won Christmas, Aldi," responded one.
Another said: "Think the marketing team need a raise. #Genius."
"Absolutely fantastic. we still love you #KevinTheCarrot there's enough love for you & #ExcitableEdgar," added a third.
A fourth simply said: "Take. A. Bow."
"HHAHAHAHAHAHAHAHAHAHAHAHAHHAHAHHAA. Well played aldi. Well played," a final tweet read.
Whilst another referred to the Mel B/Tesco saga: "@OfficialMelB and @Tesco just got trolled by an imaginary carrot."
However, one 'concerned' Kevin the Carrot fan asked: "What did you do to Kevin," to which Aldi responded: "I'm happy to say that no carrots were harmed during the advert and Kevin is keeping calm and carrotting on."
