Lidl comes out top of the grocers for the most effective Christmas TV ad

By Richard Siddle

Published: 12 December, 2014

As if Lidl's 2014 could not get any better, it has now been found to have produced the most effective Christmas television advert, even beating John Lewis's Monty the penguin in to second place.

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Lidl's Christmas TV campaign

As if Lidl's 2014 could not get any better, it has now been found to have produced the most effective Christmas television advert, even beating John Lewis's Monty the penguin in to second place.

A study released today by retail consultant Kantar's media division, Millward Brown, found Lidl's ad scored highest when people were asked whether the ad would make them more likely to buy from that grocer.

Lidl came out top of the grocers for its Christmas TV campaign Lidl came out top of the grocers for its Christmas TV campaignJohn Lewis' Monty the penguin was the most enjoybable, according to Millward Brown

Lidl's ad continued with the successful 2014 media campaign designed to challenge people's perceptions of the chain as a "one trick discounter" but also a store that sells quality goods at low prices.

Out of a score of five, where five is the highest, Lidl scored 3.27. John Lewis' heavily publicised and shared ad featuring Monty the penguin came second with a score of 3.24 with Marks & Spencer's fairy advert on 3.16.

The average consumer response to all the retailers' Christmas adverts, in terms of effectiveness in making them want to buy from that shop, was 2.98.

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John Lewis' Monty the penguin campaign was voted the most enjoyable TV campaign

John Lewis' Monty penguin did, however, score best in terms of the advert that consumers "most enjoyed" with the highest score, at 3.98.

But our grocers still have some way to go to match Coca-Cola's traditional Christmas campaign featuring Father Christmas and its "there's a magical place" soundtrack which was first launched some 25 years again. Its 2014 campaign achieved a 4.28 score out of five for brand awareness.

Millward Brown said the ads "which win at Christmas are those that stand out and cut through the festive noise. While the 'hype' surrounding an ad might help salience, making the brand front of mind with consumers, this will only translate to sales if the brand is also meaningful to consumers - and this meaning comes through in the ad".