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

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



Discussion

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

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
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