• Jini Kong

Why Lidl’s Christmas turkey tops ad power list as most likely to spur purchase


Lidl’s Christmas Turkey is 2016’s most powerful UK Christmas TV ad, according to research carried out by Kantar Millward Brown.

BY SANDRA HALLIDAY

It tested 19 of this year’s most talked-about ads with consumer audiences using its AdExpress performance measurement tool, respondents scoring each ad on 12 factors that are proven to drive sales and build long-term brand engagement.

Lidl’s Christmas Turkey, which features a sceptical social media commentator spending a day with a Lidl turkey farmer, achieved the highest score in nine of the 12 areas, making it the all-round strongest performer.

Consumers found it highly involving, and felt it was the most relevant, believable, well-branded, different and informative ad. Most importantly, it scored top in ‘persuasion’, making it the ad most likely to motivate viewers to buy from the brand.

Everyone loves Buster

Viewers found John Lewis’s Buster the Boxer the most ‘enjoyable’ ad, as well as the third most persuasive.

It generates high levels of love for the brand, and gives the impression that John Lewis is trendsetting and different from other brands.

Facial coding – which analyses people’s expressions as they watch – showed a very strong positive emotional response, meaning Buster is likely to drive long-term affinity with the brand as well as short-term sales.

Boots improved on its 2015 performance with The Gift of Beauty – a more relevant ad that stands out from the crowd and is second only to Lidl in terms of persuasion. The retailer connects strongly with customers by using real people, and a niche and important group among them, to communicate a different message in a different way.

Amazon Prime’s The Priest and the Imam also performed well across the board, with viewers finding it inventive and involving.

Argos’s visually arresting and memorable ice-skating Christmas Yetis was the second most involving ad, and stood out by focusing on one clear message about same day delivery. Viewers responded positively, scoring it highly on ‘providing new information’ and ‘delivering the main things I need’.

M&S brought drama and excitement to Christmas with Love from Mrs Claus, creating an enjoyable ad that, while not necessarily telling viewers anything new, reinforces existing positive perceptions.

The 10 Christmas ads assessed to be most effective in terms of increasing all-important short-term sales, with consumers scoring them highest on ‘persuasion’, are:

Jane Bloomfield, head of UK marketing at Kantar Millward Brown, said: “Lidl’s ad makes an impact by communicating a very single-minded, relevant and compelling story with no bells and jingles. It successfully challenges perceptions about product quality, and makes us feel good about choosing Lidl for our Christmas shop, which sets it up well to repeat the sales increases it reported last year.