May 12th, 2023, Clifton Mark
The UK’s Advertisers of the Month for April are Heinz Beanz, Super Mario Bros. and Pepsi Max, meaning that these showed the largest increase in Ad Awareness of all the brands we monitor on YouGov BrandIndex across the month. Ad Awareness is a measure of the proportion of consumers that have seen an advertisement for a given brand in the past two weeks.
April is Heinz Beanz’s second consecutive month as Britain’s top Advertiser of the Month. In March, the brand’s Ad Awareness rose 6.2 points to 14.3% on the strength of their 'Unbeanlievable' campaign, which promoted a new range of bean-based burgers, nuggets and bowls. This campaign, which was launched with full-page newspaper ads and TV spots is likely related to continued growth in April, when Ad Awareness rose another 5.7 points to 20.0%. The brand also may be benefitting from a giant viral bean moulded from the contents of two cans of Heinz Beanz. Its creators, two advertising creatives, said a giant baked bean is “what the people need.” The creation attracted a lot of online attention after being posted on Reddit.
The UK’s second Advertiser of the Month for April is Super Mario Bros which more than doubled its Ad Awareness rate from 4.4% to 9.7%. Whilst the brand is listed as a video game, the recent boost in Ad Awareness likely has a lot to do with the recent release of The Super Mario Bros. Movie on April 5th. The movie has been the second most in-demand title among UK audiences for all of April according to data from YouGov Signal and has grossed over £ 45 million in the UK as of the beginning of May.
The UK’s third advertiser of the month is the low-calorie beverage Pepsi Max, which moved from 7.1% Ad Awareness to 12.3% for a gain of 5.2 points. This may be related to the fizzy drink brand’s partnership with the UEFA Champions League. Leo Messi, Mason Mount, Vini Jr and Leah Williamson are among the football stars that have been recruited as Pepsi Max ambassadors. They’ve been at work on TikTok encouraging fans to showcase their ball skills
under the hashtag #Pepsikickoffshow. GRAMMY Award-winning musician Burna Boy, one of the hottest artists of the year, will perform on the Pepsi Max stage at the Champions League Final Kick Off Show in June. It’s possible that the diet beverage will see another bump in Ad Awareness then.
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 March 26 and April 25, 2022. 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.