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

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

John Lewis:

John Lewis: "most-liked" Christmas TV ad

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

This article was first published on marketingmagazine.co.uk

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