Canadian Advertisers of the Month for January: Trivago, A&W, and Adidas
January’s Canadian Advertisers of the Month are Trivago, A&W, and Adidas, each exhibiting 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.
Trivago leads with a notable rise in Ad Awareness, moving from 16.6% to 25.8%, an increase of 9.2 percentage points. This surge can be attributed to Trivago’s recent brand refresh and innovative advertising campaign featuring renowned soccer coach Jürgen Klopp as their new global brand ambassador. The campaign, which began rolling out in Canada in mid-December, showcases Klopp’s authentic and engaging personality, aligning seamlessly with Trivago’s brand values. The advertisements highlight the ease of finding ideal hotel deals using Trivago’s platform, resonating with consumers planning their 2025 travels.
A&W follows with a 6.1 percentage point increase, rising from 17.5% to 23.6%. This growth in Ad Awareness may be linked to A&W’s $6 “Buddy Bundle” promotions. A&W also partnered with non-profit Second Harvest to help address issues of food waste.
Adidas rounds out the top three with a gain of 5.8 percentage points, increasing from 10.8% to 16.6%. Adidas’ recent advertising efforts have focused on promoting their latest athletic wear and footwear collections, including special collections around Lunar New Year. The brand also opened a new flagship store in Vancouver on Robson Street, accompanied by local promotions.
Read about December’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 December 26, 2024, to January 25, 2025. 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.