May 12th, 2023, Clifton Mark
Canada’s Advertisers of the Month for April are KFC, Voltaren and Burger King, meaning that these brands showed the largest increase in Ad Awareness of all of them that 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.
Canada top Advertiser of the Month for April is KFC which climbed from 20.4% Ad Awareness to 25.3% for a gain of 4.9 percentage points. This is likely related to their Twosdays campaign which offers two pieces of chicken for $2.99. The promotion is accompanied by a video commercial, launched on April 5, featuring Rob Wills playing Colonel Sanders. In the TV spot, the Colonel is cranky because he feels that $2.99 is too low of a price for his classic recipe.
Our second advertiser of the month is Voltaren. The anti-inflammatory ointment became non-prescription on the Canadian market in 2008 and has since become a popular drug. Its commercials usually feature people enjoying activities together and the slogan “the joy of movement.” Voltaren’s Ad Awareness rose from 9.6% to 14.5% for a total of 4.9 points. Because Voltaren began at the lowest Ad Awareness of the three brands, its 4.9-point gain represents a much greater proportional increase than the other two brands saw. Nearly 50% more Canadians were aware of Voltaren ads at the end of the month than at the beginning.
This is Burger King’s second time making the AoTM top three this year. In February, when the new Whopper song went viral on social media, Burger King Ad Awareness jumped 6.0 percentage points. Now the new “You Rule” campaign, led by the same sandwich and same catchy jingle, has been officially launched in Canada. The Whopper-led campaign is an update and extension of the “Have it your way” slogan. In April, Ad Awareness for the fast-food franchise rose 4.8 points, from 9.6% to 14.4%.
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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 Canada from March 26 and April 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.