Awareness, consistency and ‘sparkle’ help retailers triumph amid ‘competitive’ Christmas
Amrit VirdiAs retailers begin to reflect on the festive period, have strong ad effectiveness scores translated into high sales?
Christmas Advertising 2024
Consistency helps Aldi and M&S win consumers’ top Christmas ad accolade, data suggests
Amrit VirdiGamification, consistency and online engagement have paid off for brands this Christmas as Aldi and M&S tie for people’s favourite festive ad.
John Lewis ends year as UK’s favourite Christmas ad, data suggests
Amrit VirdiThe retailer has regained the top spot as the UK’s favourite Christmas ad, overtaking Aldi and M&S in joint second place.
John Lewis overtakes Aldi as people’s favourite Christmas ad, data suggests
Amrit VirdiAfter being on air for nearly two weeks, John Lewis’s festive ad is resonating with the public.
Waitrose reveals pudding thief culprit in second part of Christmas campaign
Niamh CarrollThe first part of the mystery has so far garnered 150 million views across channels, making it Waitrose’s “biggest ever Christmas campaign”.
M&S Food overtakes Aldi as most recognised Christmas ad, data suggests
Amrit VirdiM&S Food is matching Aldi’s festive success with John Lewis coming into the ad race strong.
Dialling up ‘brand difference’ helps Cadbury top festive ad consumer ranking
Amrit VirdiCadbury’s ‘Secret Santa’ ad is performing best for brand difference and meaningfulness, according to new data from Kantar.
Consistency pays off as Aldi and Coca-Cola top Christmas effectiveness rankings
Amrit VirdiSystem1’s analysis of 2024’s Christmas ads has found creative with strong brand-building potential is also more likely to drive sales. Aldi’s Kevin the Carrot tops the ranking for both short and long-term effects.
Nostalgia, emotion, storytelling: Is this the ‘most consistent’ year yet for Christmas ads?
Amrit VirdiConsistency, episodic storytelling and nostalgia have all been key as 2024 celebrates a “strong cohort” of Christmas ads.
Aldi overtakes Sainsbury’s as people’s favourite Christmas ad, data suggests
Amrit VirdiAldi, Sainsbury’s and M&S Food are all strong contenders in the Christmas ad race, with M&S clothing and home coming in as viable competition.
John Lewis Christmas ad achieves highest effectiveness score this decade
Amrit VirdiThe retailer put its products, flagship store and a family focus at the heart of its Christmas ad, which has seen its best score for potential effectiveness since 2019.
‘Not a quick fix’: How The Entertainer is turning around its marketing strategy
Molly InnesNewly appointed marketing director Caroline Smith says the brand wants to be the biggest player in the toy business with a new marketing strategy that’s “galvanizing” the entire business.
John Lewis positions itself as ‘home of gifting’ with festive love letter to physical retail
Amrit VirdiDescribing the retailer as having been “dormant for a few years”, customer director Charlotte Lock says John Lewis is “back” with a Christmas ad celebrating its stores.
Disney looks to strengthen ‘resonance and engagement’ in holiday short by Taika Waititi
Grace GollaschDisney says it wanted to “create something new” this Christmas, so is moving away from the story of Lola, which it has told since 2021, instead opting for a short film about a boy befriending an octopus.
Tesco swaps humour for emotion with ‘personalised’ festive campaign
Amrit VirdiDrawing on Clubcard data, the retailer is using lessons from last year’s festive push to “feed the Christmas spirits” of its customers.