March Advertisers of the Month (UK): Tesco Club, Gillette and Heinz Beanz
Two FMCG brands and one retailer feature in YouGov's monthly analysis of the top improving UK brands in terms of Ad Awareness. The data comes from YouGov BrandIndex and Ad Awareness measures whether consumers have seen an ad for brand in the previous two weeks.
Supermarket chain Tesco’s customer loyalty program Clubcard saw a notable boost in advertising penetration with 24.5% of UK adults saying they saw an ad for the retailer by the end of March, up five points from the beginning of the month.
The loyalty scheme uses an app to offer members deals and discounts on groceries and everyday products. According to Reuters, Tesco seems to have put Clubcard at the heart of its marketing to pull ahead of Sainsbury’s, Asda and Morrisons and compete with Aldi and Lidl’s deep discounting retail model.
With 58% of UK consumers saying they spend more on groceries now than before the pandemic, Tesco Clubcard’s emphasis on “Everday Low Prices” and its price matching strategy may help the retailer attract more price-sensitive consumers.
Read how consumers spending habits in the UK have changed over the last two years
Heinz Beanz also grew its advertising penetration this past month, coinciding with an out-of-home campaign highlighting food insecurity experienced by children in the UK. The FMCG brand partnered with non-profit Magic Breakfast to run the campaign across large digital screens in Birmingham, London, Leeds, Manchester, Newcastle and Southampton and to call attention to the issue, as well as urge people to donate to disadvantaged children.
Already one of the market leaders in ketchup, mayo, salad dressing and baked beans, Heinz also launched its foray into the coffee industry last month with Heinz Coffee Beanz.
Personal care brand Gillette rolled out its ”biggest ever” UK launch campaign since 2005 with the unveiling of a brand new razor line. The brand teamed up with Manchester City forward Raheem Sterling and Formula One driver Lando Norris in the ongoing campaign to promote Gillette Labs, a new razor featuring a built-in exfoliation bar to make shaving more effortless for men. The brand improved on its Ad Awareness score by five points throughout the month of March.
Methodology
YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” Ad Awareness scores are delivered as a percentage. The data is based on the interviews of UK adults aged 18+ between February 28 and March 26, 2022. Learn more about BrandIndex.
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