Sweden’s April Advertiser of the Month – ICA, Willys and City Gross
Melanie Berger-Dinkel - April 10th, 2025
ICA saw the largest growth this month in terms of Ad Awareness in Sweden, followed by Willys at number two and City Gross in third place. According to YouGov BrandIndex data, which tracks brand perception on a daily basis, these three brands saw the highest increase in Ad Awareness during march.
The Ad Awareness question asks consumers if they have seen an advertisement for a brand in the previous two weeks, and the difference in scores (highest vs lowest) for the month determines our Advertisers of the Month.
The leading grocery retailer in Sweden ICA saw its Ad Awareness score rise by 8.4 percentage points, from 45.2% on March 7th to 53.6% on March 28th.
On second place is Willys which had an increase of 7.3 percentage points, from 26.6% on March 4th to 33.9% on March 31st. Ranking third on our list is City Gross which had an increase of 7.2 percentage points in Ad Awareness from 7.4% on March 1st to 14.6% on March 31st, 2025.
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Methodology: 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?” and delivered as a percentage. The data is based on the interviews of Swedish adults aged 18+ between March 1st and March 31st, 2025. Learn more about BrandIndex.