Which supermarkets and department stores dominated consumer awareness with their Xmas advertising?

This is part of Mumbrella’s 2023 Christmas campaign coverage. Click here to see other articles in the series. 

According to the latest YouGov BrandIndex data, Kmart and Woolworths have topped consumer awareness among Aussie department stores and supermarkets with their Christmas advertising.

A shot from the Woolworths Christmas ad

Among 14-27 year olds, Woolworths’ campaign celebrating ‘the little things’ had the highest score for ad awareness in the supermarket category, at 61.1% reach, followed by Coles at 56.8%, Aldi at 46.1% and IGA at 24.2%. It also topped word of mouth exposure, at 39.4%.

The campaign launched early November, and Woolworths Group CMO,  Andrew Hicks, said at the time: “We know it’s the little things that make Christmas special, including all the festive events and moments throughout the season that you share with your loved ones.”

Aldi’s extravagant Christmas campaign topped the buzz scores however, with 31.6, compared to Woolworths’ 17, IGA’s 16.2 and Coles’ 7.8 scores.

Kmart, although it has not launched a Christmas TVC, has topped the department store category, in ad awareness (43.8%), word of mouth exposure (33.6%) and buzz (score of 26.4), beating Big W, Myer, Kogan and Target.

The department store launched its annual Wishing Tree Appeal in mid-November, driving donations for the Salvation Army during the holiday season.


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