Creative ads keep Aldi and Lidl ahead of John Lewis on BrandIndex rankings

Discounters Aldi and Lidl have topped YouGov's BrandIndex rankings for the second year running, boosted by nimble and creative advertising.

Lidl: 'Shop a Lidl Smarter' campaign showed consumers prefer Lidl's own products to big brands
Lidl: 'Shop a Lidl Smarter' campaign showed consumers prefer Lidl's own products to big brands

Aldi, in first place, scored a Buzz ranking of 19.7, while Lidl scored 17.5. 

YouGov calculates scores through the year by asking respondents whether they have heard about a brand in the previous fortnight, whether it’s been through ads or word-of-mouth, and whether it was positive or negative.

The results come after Kantar noted that both brands had seen strong sales in the run-up to Christmas.

BrandIndex UK’s director, Sarah Murphy, noted that Aldi and Lidl's marketing strategies had evolved over the past year to focus not only on value for money, but quality.

She said: "Their ongoing store opening programme, including plans for far larger stores, cements the impression that both Aldi and Lidl have made the leap from ‘challengers’ to central players in the industry.

"The embrace of the recommended living wage by both was popular among consumers, helping them stand out as brands that do right by their staff, particularly as some rivals were seen to be undecided on the issue.’’

Aldi shot to viral fame during the all-important run-up to Christmas with its spontaneous take on John Lews' 'Man on the Moon' ad

BBC iPlayer follows in third place, with John Lewis in fourth and Dyson in fifth.

Yorkshire Tea is a surprise entry in seventh, which YouGov attributes to the brand’s increased marketing spend in 2015, including releasing a special edition tea to celebrate the birth of Princess Charlotte. While the black tea market has declined overall, Yorkshire Tea has seen growth of 0.6% with market share of 18.5%, according to Murphy.

YouTube, MoneySavingExpert, Apple and Waitrose round out the top ten. The full rankings are below:

1. Aldi (19.7)

2. Lidl (17.5)

3. BBC iPlayer (13.5)

4. John Lewis (12.1)

5. Dyson (11.6)

6. Marks & Spencer (11.2)

7. Yorlshire Tea (10.1)

8. YouTube (9.7)

9. MoneySavingExpert (9.4)

10. Apple (9)

10. Waitrose (9)

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