Canadian Advertisers of the Month for September, 2024: SkipTheDishes, Wayfair.ca, and HelloFresh
September’s Advertisers of the Month for Canada are Skip The Dishes, Wayfair.ca and HelloFresh. These brands showed the largest monthly increases in Ad Awareness, a measure of how many Canadian consumers have seen an ad for a brand in the past two weeks, as tracked by YouGov BrandIndex.
Skip The Dishes leads with a rise in Ad Awareness of 5.0 percentage points, moving from 15.8% to 20.8%. September is often a busy period for food delivery services, as many households shift into back-to-school routines and cooler weather keeps people indoors. SkipTheDishes’ strategic promotions include promotions with influencers, giant food chains as well as local restaurants.
Wayfair.ca follows closely with an increase of 4.7 percentage points, moving from 19.4% to 24.1%. The online furniture and home goods retailer may be gaining from seasonal home makeovers, as autumn prompts many Canadians to refresh their living spaces. Wayfair.ca’s advertising around seasonal themes and partnerships with home décor influencers may be contributing to the lift.
HelloFresh rounds out the top three with a gain of 4.3 percentage points, rising from 19.2% to 23.5%. The meal kit delivery service continues to advertise on social with influencer partnerships as well as seasonal advertising such as this back-to-school meal prep contest.
Honourable mentions also include Dove and Advil, both of which gained 4.2 percentage points in Advertising Awareness in September. Both brands their reached respective peaks of 17.5% and 15.8% on September 23.
Read about August's Advertisers of the Month.
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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 comes from surveys of Canadian adults aged 18 years and above, with this analysis spanning from August 26 to September 25, 2024. Ad Awareness scores are based on a four-week moving average, and the changes in scores are calculated by taking the difference between the highest and lowest scoring days during the period. Learn more about BrandIndex.