March 18th, 2022, Rishad Dsouza
In the run-up to Easter, confectionery brands – including Cadbury Creme Egg, Kinder and Haribo - lead the charge in the March edition of UK’s Biggest Brand Movers.
The YouGov UK Brand Movers is a monthly feature reporting on the 10 brands that registered month-over-month upticks in the highest number of metrics out of the 13 considered.
Cadbury Crème Egg scored improvements in each of the three metric categories: media metrics (Awareness, Ad Awareness, WOM Exposure, Buzz), brand health metrics (Impression, Quality) and purchase funnel metrics (Consideration, Purchase Intent and Current Customer). The improvements come on the heels of a promotional campaign in which the brand placed 146 special eggs across the country, which could be exchanged for prizes.
Kinder also witnessed growth in nine metrics, with particularly strong showings in their media metrics, and their purchase funnel metrics. Kinder recently launched an advert to promote one of their newest products, Kinder Cards. The Ferrero-owned brand may have also benefitted from the launch of special Valentine’s Day offerings.
Haribo, which recently rung in 100-year celebrations of the iconic gummy bears, features in 10th place in this month’s list with gains in Ad Awareness, WOM Exposure, Reputation, Satisfaction and Consideration.
Genealogy company Ancestry, which supplies direct-to-consumer DNA testing kits, made gains in seven metrics. Last month the brand announced a new partnership with the National Portrait Gallery to create the ‘Nation’s Family Album’, which will make nearly 500 years’ worth of portraits available online.
Mastercard, which has been building connections with services linked to crypto and digital currencies, made improvements in six metrics.
Crisps brand Walkers made improvements in five measures, including three media metrics, amid news that they’re trialling packets made out of recycled plastic.
Heathrow Airport, which has called for an end to Covid testing of vaccinated passengers, features in this month’s list with improvements in five metrics.
Retail brands of various specialties also make a strong mark in this month’s list. Specsavers made gains in seven metrics, Sainsbury’s Local in six and Ikea in five.
Methodology
Data for the Biggest Brand Movers in December compared statistically significant score increases across all YouGov BrandIndex metrics between December 2021 and January 2022. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are:
Media Metrics
Awareness – Whether or not a consumer has ever heard of a brand
Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks
Word of Mouth – Whether a consumer has talked about a brand with family or friends in the past two weeks
Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)
Brand Health Metrics
Quality – Whether a consumer considers a brand to represent good or poor quality
Value – Whether a consumer considers a brand to represent good or poor value for money
Impression – Whether a consumer has a positive or negative impression of a brand
Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand
Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand
Recommend – Whether a consumer would recommend a brand to a friend or colleague or not
Purchase Funnel Metrics
Consideration – Whether a consumer would consider a brand or not the next time they are in the market for a particular product
Purchase Intent – Whether a consumer would be more likely or unlikely to purchase a specific product
Current Customer – Whether a consumer has purchased a given product or not within in a specified period of time
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