John Lewis' #Montythepenguin Christmas ad beats Sainsbury's WWI spot in 'likeability' stakes

John Lewis' #Montythepenguin TV ad has topped a 'likeability' poll, with Sainsbury's First World War Christmas truce epic taking second place, according to exclusive consumer research conducted for Marketing.

#Montythepenguin: John Lewis's ad tops Marketing's Christmas ads likability ranking
#Montythepenguin: John Lewis's ad tops Marketing's Christmas ads likability ranking

However, there was very little differentiating the two, with 56% of consumers saying they liked John Lewis’s spot, against 53% for Sainsbury’s ‘Christmas is for sharing’.

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%
6 Lidl TBWA London/M2M 32%
7 Tesco Wieden & Kennedy/Initiative UK 28%
8 Iceland Karmarama/MediaCom North 25%
9 Asda VCCP/Carat 23%
10 Morrisons DLKW Lowe/MEC 22%

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