Canadian Advertisers of the Month for December: McDonald’s, Ferrero, and Baileys

December’s top Canadian Advertisers of the Month are McDonald’s, Ferrero, and Baileys, each registering significant increases in Ad Awareness as tracked by YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.

McDonald’s leads with a remarkable rise in Ad Awareness, moving from 43.1% to 51.1%, an increase of 8.0 percentage points. This surge is attributed to McDonald’s Canada’s festive campaign featuring a Grinch-themed meal. The promotion includes limited-time offerings such as the Grinch Happy Meal, Grinch-themed packaging, and a new Frozen Hot Chocolate McFlurry. The campaign is supported by 15 and 30-second TV spots, online videos, digital and out-of-home advertising across Canada, as well as organic and paid social media efforts.

Ferrero follows with a 7.1 percentage point increase, rising from 10.9% to 18.0%. Ferrero Rocher’s “Add Your Golden Touch” holiday campaign has been instrumental in this growth. Launched in November, the campaign features an online hub offering free decorating tips, style guides, and DIY tutorials to help hosts enhance their holiday celebrations. Ferrero-owned Nutella also held interactive activations over the holiday season.

Baileys rounds out the top three with a gain of 6.8 percentage points, increasing from 13.3% to 20.1%. Baileys’ latest campaign for its Chocolate Liqueur variety has made waves by combining innovative formats and cutting-edge technology to capture consumer attention during the holiday season. The campaign includes sensory outdoor advertising experiences designed to engage multiple senses, enhancing brand recall and consumer engagement during the festive period.

Read about November’s Advertisers of the Month.

Methodology: YouGov BrandIndex collects data on thousands of brands daily. 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 is derived from surveys of Canadian adults aged 18 years and above, covering the period from November 26 to December 25, 2024. Ad Awareness scores are based on a four-week moving average, and changes are calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.