January 19th, 2024, Clifton Mark
Christmas treats rule the Advertiser of the Month top three for December. Baileys, Ferrero and Merci showed the largest monthly increases in Ad Awareness of all the brands tracked in BrandIndex, and they all peaked near Christmas. Ad Awareness measures how many consumers have seen an ad for a brand in the past two weeks.
Baileys blitzed Canada with ads this holiday season, moving from an Ad Awareness of 17.1% to 25.7%, meaning that more than a quarter of consumers had seen a Baileys ad in the previous two weeks. The campaign included recipes for Baileys-based holiday cocktails, hot chocolate and a video commercial featuring Ted Lasso star Hannah Waddingham. However, the most Canadian aspect of the campaign was surely the collaboration with Tim Hortons to offer a whole range of (non-alcoholic) drinks and the Baileys-flavoured dream donut.
Confectioner Ferrero added 6.4 points to its Ad Awareness score in December, bringing it to 20.4%. The classic gold-wrapped chocolate is especially associated with the holidays. To celebrate, the brand made new holiday offerings, such as a Ferrero Collections Grand Assortment, including two additional flavours, and the popular holiday gift box. The brand also gave away 96-piece chocolate pyramids in online contests. All this was enough to catch the attention of one in five Canadians this December.
The third Advertiser of the Month for December was another treat monger, Merci chocolates. The brand, which offers a variety of flavours, promoted itself heavily as a potential holiday gift. Merci moved from a low Ad Awareness score of 7.7% to a peak of 13.7% on Christmas Day, for a gain of 6.0 percentage points.
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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 November 26 and December 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.