Marketing's poll of a representative sample of 1000 UK consumers, asking them if they liked the various retailers' Christmas-themed ads currently airing in living-rooms across the nation.
Aldi’s ‘Everyone’s coming to us this Christmas’ TV ad, starring and scored by Jools Holland, achieved third place in Marketing’s Adwatch ranking, but was significantly less liked than the top two, with 38% of respondents saying they liked it. Aldi was followed very closely by Marks & Spencer’s #Followthefairies TV campaign, which 37% of consumers said they liked.
After M&S, Boots achieved 5th and 35% of the vote with #Specialbecause, while German discounter and Aldi rival Lidl came 6th, with 32% of consumers saying they liked its ad targeting Waitrose and M&S shoppers.
At the other end of the scale, Morrisons’ festive TV ad starring TV presenters and brand ambassadors Ant and Dec came 10th, with 22% of respondents saying they liked the ad. Asda (9th) did not fare much better, with its Smile campaign only being liked by 1% more people than its supermarket rival.
The poll was conducted in association with Ebiquity and TNS.
|1||John Lewis||Adam & Eve/DDB/Manning Gottlieb OMD||56%|
|2||Sainsbury's||Abbott Mead Vickers BBDO/PHD||53%|
|3||Aldi||McCann Manchester/UM Manchester||38%|
|4||Marks & Spencer||RKCR/Y&R/Walker Media||37%|
|5||Boots||Mother OMD UK||35%|
|7||Tesco||Wieden & Kennedy/Initiative UK||28%|