July 14th, 2023, Bhavika Bansal
According to data from YouGov BrandIndex - which monitors consumer perceptions toward brands daily – Robinsons, Morrisons, and Cinch made the biggest gains in Ad Awareness in the UK for the month of June 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 Britvic-owned fruit drink brand Robinsons secured the top spot with a rise of 8.3 points in its Ad Awareness score this month. It jumped from 6.2% on May 26 to 14.5% on June 24. In its first comprehensive ad campaign since its major rebrand earlier this year, the brand unveiled its colourful and quirky "Get Thirsty" creative at the end of May 2023. Created in partnership with Saatchi & Saatchi, the campaign revolves around a 60-second spot that celebrates the joy and essence of life's 'thirsty moments'. A twist on Alicia Keys’ ‘Girl on Fire’, the ad features a choir gargling the melody after sipping from glasses of Robinsons Fruit Squash. The integrated campaign also includes a dedicated TikTok filter and the 'Guess My Gargle' challenge, in a bid to drive strong earned impressions for the campaign across the channel.
In second place, Morrisons saw its Ad Awareness score improve by 7.5 percentage points. Its score rose from a minimum of 13.4% on May 26 to a maximum of 20.9% on June 23. Bringing back one of its most recognised brand lines ever, the British supermarket chain relaunched its "More Reasons to Shop at Morrisons” ad campaign after nearly two decades, at the end of May 2023. Coinciding with the introduction of the brand's Savers Range earlier this year and the revamp of its "Morrisons More Card" in April, the famous ad-spot backed by an all-new jingle is rooted in seven 20-second shorts that aim to celebrate why customers choose the supermarket as well as shoppers' quirky habits and indulgences. A part of Morrisons' new brand platform, the campaign is set to run across radio, press, digital display, social media and out-of-home alongside nationwide in-store executions.
Rounding up the top three Advertisers of the Month for March 2023 is Cinch. The brand saw its Ad Awareness score move up 5.3 points, from 14.1% on May 26 to 19.4% on June 23. The online car dealership platform has been the official title sponsor of the LTA's Queen's Club Championships since January 2021. Hosted by The Queen's Club, the tournament attracts some of the world's best singles and doubles players, and was played from June 19 to June 25 this year in the run up to the third grand slam of the year at Wimbledon.
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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 May 26 to June 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.