Marketing selected the Christmas ads of ten major retailers, including the UK's "big four" supermarkets, to find out which the public liked most.
The department store's campaign, by Adam & Eve DDB, topped the survey. Nearly half of all respondents declared that they "like" John Lewis' latest campaign, with Sainsbury's 'Christmas in a Day' push in second place, a distant 11 percentage points behind.
Morrisons' ad starring TV presenters Ant and Dec completed the top three, while Asda's price-focused campaign finished bottom of the pile, with only 14% of those asked agreeing that they "liked" the ad.
|Brand||Agency||% of people who "like" the ad|
|1||John Lewis||Adam & Eve DDB/Manning Gottlieb OMD||46|
|5||Marks & Spencer||Rainey Kelly Campbell Roalfe Y&R/Walker Media||29|
|6||Aldi||McCann Manchester/UM Manchester||25|
|7||Tesco||Wieden & Kennedy London/Initiative||23|
Adwatch prompted advertising-awareness research was conducted from 3 to 5 December 2013 by TNS as part of its twice-weekly OnLineBus omnibus among 1000 adults aged 16-64. For details of the survey, contact Anita.Emery@tnsglobal.com (020 7656 5900). Ads were compiled by Ebiquity (020 7650 9700) and Mediaedge:cia UK (020 7803 2000).