John Lewis beats Sainsbury's to 'most liked' Christmas ad crown

John Lewis: "most-liked" Christmas TV ad
John Lewis: "most-liked" Christmas TV ad

John Lewis' 'Bear and the Hare' TV ad has been voted "most-liked" Christmas campaign by a retailer, according to a poll by Marketing.

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
2 Sainsbury\'s AMV BBDO/PHD 35
3 Morrisons DLKW Lowe/MEC 31
4 Boots Mother/OMD UK 30
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
8 Littlewoods St Luke’s/Carat 18
9 Lidl TBWA\\London /M2M 16
10 Asda VCCP/Carat 14

Watch all of this year's Christmas ads in one place

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 (020 7656 5900). Ads were compiled by Ebiquity (020 7650 9700) and Mediaedge:cia UK (020 7803 2000).


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug