Tesco brand 'most associated with Brexit'

Tesco is the brand most associated with Brexit, research has revealed, with the supermarket winning the accolade on the day that Theresa May signed Article 50 and started divorce proceedings from the EU.

Tesco: the UK's number one Brexit brand
Tesco: the UK's number one Brexit brand

Marketing tech company Amobee drew up the Top 20 ranking using its Brand Intelligence tool, which captures data from sources including social media platforms, articles on websites and comment streams, creating a top five also including Marmite, HSBC, Cadbury and Toblerone.

The brands were ranked according to the amount of Brexit-related digital content engagement associated with them between December 2016 and 28 March 2017.

While Tesco came top, Marmite in second place gained 72% as much Brexit-themed digital engagement.

Tesco achieved the top spot after publicly scrapping with suppliers who wanted to increase their prices, which led to the supermarket delisting 22 of Heineken’s beers and ciders.

Marmite gained second because of owner Unilever's attempts to hike the price of the ‘love it or hate it’ spread.

Meanwhile, HSBC earned its third place (with 61% as much Brexit content as Tesco) thanks to its threat to move 1,000 workers out of London and into Paris if Brexit goes ahead, while Cadbury (fourth with 51%) sparked high levels of engagement thanks to its plan to reduce the sizes of its chocolate bars to absorb price rises.

Other brands included in the ranking were Toblerone (fifth with 49%), which drew the ire of consumers when news spread that it was widening the gap between its triangular chocolate peaks.

  1. Tesco
  2. Marmite
  3. HSBC
  4. Cadbury
  5. Toblerone
  6. Weetabix
  7. Mr Kipling
  8. Maltesers
  9. Microsoft
  10. Nissan
  11. Goldman Sachs
  12. Barclays
  13. Jamie's Italian
  14. UBS
  15. Vauxhall
  16. Uber
  17. BMW
  18. Pret A Manger
  19. Marks & Spencer
  20. Zoopla

David Barker, Amobee EMEA’s senior vice-president and managing director, said: "With Brexit approaching, the data shows that UK. audiences are most anxious about prices rising around such low margin items as food. Price point is more relevant than ever to consumers and with consumer packed goods brands already getting squeezed, ROI is going to become increasingly important around digital advertising.

"Brands need to find more cost-effective ways to reach a relevant digital audience with their messaging; and the brands that are most efficient in reaching consumers will have a major competitive advantage."

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