MAIN FINDINGS OF SURVEY vUnprompted awareness of sponsor brands was highest for McDonald’s and Coca-Cola at 16 per cent, but dropped sharply to as low as two per cent for Canon and JVC. vMcDonald’s and Coca-Cola also scored most highly on the awareness of advertising around the tournament, although Adidas’s local sponsorship status failed to prevent Nike achieving a higher recall of its ads with a link to Euro 2004.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.