Australia Advertiser of the Month: Cadbury

Cadbury has registered the biggest increase in advertising awareness in Australia for the month of April 2022, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the Mondelez-owned confectionary brand saw an uplift of 8.7 percentage points over the four-week period.

The British chocolate and candy brand had launched its creme egg cakes – a chocolate-layered sponge treat – about a month before Easter, while also partnering with VCCP London to host a virtual Easter egg hunt worldwide that was open to consumers in Australia. Separately, Cadbury tied up with donut chain Krispy Kreme to launch a limited-edition range of Cadbury Twirl and Caramilk Twirl chocolate donuts.

According to data from YouGov BrandIndex, Cadbury’s Ad Awareness score rose from 35.0 on 26 March to 43.7 by 25 April. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen adverts from a particular brand in the previous two weeks.

Additionally, local hardware retailer Bunnings also scored a 6.5-point spike in Ad Awareness from 43.8 on 26 March to 50.3 by 25 April, while national carrier Qantas saw its Ad Awareness climb 5.9 percentage points from 32.7 on 26 March to 38.6 by 25 April.

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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?” (% Yes). Data from direct surveys of adults aged 18 years and above residing in Australia from 26 March to 25 April 2022. Learn more about BrandIndex.