AD WATCH: Asda pockets the difference with its 3% higher recall than Harry

Anyone expecting to see Safeway topping this year’s sector survey on supermarkets and grocery stores will be disappointed. Young Harry - shock, horror - has been pipped at the post by Publicis’s pocket-patting work for Asda.

Anyone expecting to see Safeway topping this year’s sector survey on

supermarkets and grocery stores will be disappointed. Young Harry -

shock, horror - has been pipped at the post by Publicis’s pocket-patting

work for Asda.



Asda, spending less than half its big competitors, has a stunning 81%

recall, 3% ahead of Safeway and 4% ahead of Tesco and Iceland, which

share third place.



Unsurprisingly, given the amount of advertising from the big stores in

the past year, awareness figures are well up on 1994 for the entire top

ten - apart, that is, from the Co-Op. Predictably, Safeway has seen a

big improvement in awareness, up from number four to two.



The really bad news is Sainsbury’s which, despite a massive above-the-

line budget, has plummeted from number two to number five - a drop which

will, no doubt, be one of the first tasks on the agenda of incoming

marketing director Kevin McCarten.



Somerfield, helped by actress Lesley Joseph, remains in sixth place,

while Farmfoods Freezer Store and Morrisons have dropped out of the top

ten to make room for Marks & Spencer Food and Spar. Spar, with an

increased budget and a renewed commitment to TV ads, hits the number ten

slot, while BMP4’s print campaign for M&S is in eighth place on a budget

a fraction of its rivals. Like the agony aunts always say - it’s not the

size that counts, it’s what you do with it.



------------------------------------------------------------------------

The Top 10: Supermarkets and grocery stores

------------------------------------------------------------------------

      Title          Agency/Media buyer                         Recall %

 1    Asda           Publicis/TMD Carat                             81

 2    Safeway        Bates Dorland/Zenith                           78

 3=   Tesco          Lowe Howard-Spink                              77

 3=   Iceland        WCRS/TMD Carat (Manchester)                    77

 5    J Sainsbury    AMV BBDO                                       76

 6    Somerfield     Butler Lutos Sutton Wilkinson/CIAMedianetwork  56

 7    Kwik Save      McCann-Erickson Manchester/Universal           47

 8    M&S food       BMP 4                                          37

 9    Co-Op          Robson Brown/CWS Ltd Retail Advertising        33

10    Spar           Tenet Advertising/CIA Medianetwork             29

------------------------------------------------------------------------



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