April 11th, 2023, Bhavika Bansal
According to data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – Heinz Beanz, Google Pixel, and No. 7 made the biggest gains in Ad Awareness in the UK for the month of March 2023. Ad Awareness asks consumers if they have seen an advertisement for the brand in the past two weeks, and the difference between a brand's low and high scores for the month determines our Advertisers of the Month.
YouGov's monthly analysis indicates that the baked beans brand Heinz Beanz secured the top spot with a rise of 6.2 points in its Ad Awareness score this month. It jumped from 8.1% on February 26 to 14.3% on March 25. The brand’s parent company, Heinz recently partnered up with Absolut Vodka to create a range of limited-edition pasta sauces to bring Gigi Hadid's viral 2020 TikTok recipe of vodka pasta to the masses. The limited-edition line will be available to shoppers in the UK at Waitrose from mid-April. The campaign is also going to be supported by in-store activations, out-of-home (OOH), paid-social and influencer activity. Early in the month of February, Heinz Beanz announced its new range of bean-based burgers, nuggets and bowls with the 'Unbeanlievable' campaign. The campaign which was launched with a full-page ad featuring the Unbeanlievable manifesto on the back pages of UK’s leading daily newspapers is supported by OOH, social media, YouTube, earned media, and shopper marketing with retail partners.
In second place, Google Pixel saw its Ad Awareness score improve by 5.8 percentage points. Its score rose from a minimum of 15.6% on February 26 to a maximum of 21.4% on March 22. The tech giant recently launched a new multi-channel campaign celebrating the 50th anniversary of hip-hop. Using real tone technology to create some of its hip-hop focused content, including covers of classic hip-hop albums, the campaign integrates social media and OOH ads, to highlight the features of the Google Pixel and its investment in music. The campaign will also see the launch of a new YouTube series in April featuring five, upcoming female hip-hop artists who will remake classic hip-hop records as well as album art captured by upcoming female photographers on Pixel.
Rounding up the top three Advertisers of the Month for March 2023 is No. 7. The British skincare brand, owned by Boots, saw its Ad Awareness score move up 4.9 points, from 11% on February 26 to 15.9% on March 25. No 7 Beauty Company recently announced the return of its influencer skincare education programme for the second year. An industry first, the invitation-only 'Creator Collective' is an initiative to help educate rising creators about skincare and tackling misleading content on social media. In partnership with the British Beauty Council, the programme also offers the creators a chance to act as consultants on brand and product strategy across the No7 Beauty Company’s brands, such as No7, Liz Earle Beauty, Soap & Glory, Sleek MakeUP and Botanics. The brand also recently launched its new, natural age-defying Voluminsing Lip Treatment in the UK.
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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?” Data from surveys of adults aged 18 years and above residing in the UK from February 26 to March 25, 2023. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.