Lidl’s Christmas campaign has topped a list of Christmas ads most likely to make people buy, marking the second time in three years it has come out top on this crucial measure for the success of any marketing campaign.
The study, conducted by Kantar Millward Brown, tested 19 of this year’s “most talked-about ads”, and scored each on 12 factors including persuasion, entertainment, involvement, ‘sets the trends’ and ‘different from others’. Each factor was measured out of a possible score of five. Lidl’s ad, which features the life of one of its Turkey’s from farm to plate, scored top in nine out of 12 areas, including ‘persuasion’. That metric is a measure of whether an ad would persuade people to buy the brand and Lidl scored 3.44, just ahead of John Lewis Kantar Millward Brown’s head of UK marketing, Jane Bloomfield tells Marketing Week it is quite rare for an ad to be an “all rounder” but that Lidl is one.