Canada’s Advertisers of the Month for April, 2025: RONA, Ford, and IKEA
April’s Canadian Advertisers of the Month are RONA, Ford, and IKEA, 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.
RONA leads with a rise in Ad Awareness from 5.0% to 11.2%, an increase of 6.2 percentage points. This surge may be linked to RONA’s “Half-Ass” campaign, which humorously emphasizes the importance of quality workmanship. The campaign introduces a fictional character named “Half-Ass” to highlight the consequences of subpar DIY efforts. The launch of the 2025 “Build from the Heart” initiative, supporting seven Canadian non-profit organizations with renovation projects, may have further boosted the brand’s visibility.
Ford follows with an increase of 5.9 percentage points, rising from 21.4% to 27.3%. The brand’s Ad Awareness growth may be linked to television ads such as this one advertising the new Ford Bronco Sport. The automaker also extended its “Power Promise” program in Canada, offering complimentary home chargers and standard installation for customers purchasing select electric models, including the Mustang Mach-E and F-150 Lightning.
IKEA rounds out the top three with a gain of 5.5 percentage points, increasing from 14.5% to 20.0%. The increase could be related to its “Actually, it’s IKEA” campaign, which cleverly mimics high-end lifestyle advertisements to showcase IKEA’s affordable yet stylish products. This nationwide campaign, running through April 2025, reinforces IKEA’s dedication to providing accessible design solutions for Canadian consumers.
Read about March's Advertisers of the Month.
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 March 26 to April 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.