While effectiveness researchers Kantar and System1 disagree on which Christmas ad is the best brand builder this year, both agree this year’s crop of ads have been stronger than 2021’s.
The drinks giant’s long-running Christmas spot will return later this month, having proved its effectiveness over recent years.
The supermarket is aiming to do something “different from the norm” with this year’s Christmas campaign.
John Lewis’s festive spot ranks low in a field of exceptionally high-ranking Christmas ads, but performs well for a purpose-focused campaign.
Created with agency McCann UK, the 90-second ad picks up where Aldi’s teaser ad ‘Feast of Football’ left off earlier this week.
Taking a cue from customer sentiment amid the cost of living crisis, John Lewis has swapped glossy effects for a simpler story highlighting the experiences of children in care.
Viewers appear to be responding particularly well to Christmas ads this year, with a total of seven brands already making it into the top rank.
The grocer’s own research suggests more than a third of consumers (36%) feel Christmas is more important this year than previous festive seasons.
Lidl GB’s marketing director Claire Farrant says the Lidl Bear “stands apart” from other Christmas characters because of its “hilarious, deadpan expression”.
Driving awareness and salience of the Taste the Difference brand has been a core mission of Sainsbury’s throughout the year, head of campaigns Laura Boothby says.
In addition to the advert, the campaign will see the character take to in-store tannoys to make announcements and the launch of an Elf-themed range.
With the return of ‘Farmer Christmas’, this year’s Morrisons Christmas ad focuses on the retailer’s value offering.
Boots CMO Pete Markey says the retailer’s use of first-party data means it is able to target consumers “even more effectively” this year.
The most effective recent Christmas ads have addressed the context of ongoing crises while emphasising how the brand can help consumers still have a good time.
The supermarket is also locking the price of more than 100 products to help customers manage the rising cost of living this festive season.