December 18th, 2023, Clifton Mark
Canadian Tire, Hello Fresh and Walmart are Canada’s Advertisers of the Month for November 2023. This means that these brands showed the largest increases in Ad Awareness for the month of all the brands tracked in BrandIndex. Ad Awareness measures how many consumers have seen an ad for a brand in the past two weeks.
Canadian Tire is the Advertiser of the Month for November, rising from 31.4% Ad Awareness to a high of 40.3%. This rise is likely due both to Black Friday promotions as well as a new holiday campaign. The campaign's sentimental video spots are themed on “holiday firsts,” and are running on TV as well as online. The auto parts company has also been busy with other marketing activities, including influencer marketing, celebrity partnerships and other channels. Canadian Tire also premiered “Canada’s Christmas Lists,” a holiday gift registry service.
HelloFresh, market leader in the meal kit business is known for its advertising on new media such as podcasts and social. Their very active Instagram account has started promoting holiday boxes, influencer partnerships as well as posting helpful instructionals. These tactics have likely helped HelloFresh with their 5.7- point rise in Ad Awareness from 21.6% to 27.3% in November.
Retail giant Walmart had a great month for Ad Awareness with 43.8% of Canadians seeing an ad in the two weeks before being asked. This was up from 38.7% in October for a gain of 5.2 points. This rise was likely fuelled by a combination of Black Friday deals as well as new holiday-themed ads and influencer partnerships.
Canada’s Advertisers of the month for October, 2023
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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 Canada from October 26 and Novemberr 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.