Despite millions of social media views for ads from John Lewis and Sainsbury’s it is Lidl’s Surprises ad featuring a blind taste test of its Christmas products that is most likely to make people buy over the festive period, according to new research.
John Lewis and Marks & Spencer’s have retained their positions as the top two retailers in the Christmas ad battle with their integrated campaigns that put social ‘at the heart’ beating out rivals, according to a new report.
Sainsbury’s Christmas ad has avoided a ban from the Advertising Standards Authority despite 727 people complaining about the campaign, with the ad regulator ruling the ad is unlikely to cause serious harm or offence.
Argos has just launched the first ‘swipe-to-like’ shopping web app but expect other retailers to follow suit as they look to find out ever more information about their customers and personalise online shopping.
Asda wants to do more experiential marketing events in key markets where it is looking to expand, such as London, as it looks to change customer perceptions of the quality and provenance of its products.
Lidl has quietly launched a pop-up restaurant in London, a move that comes as rival Aldi also preps its own one-off restaurants, as both try to convince consumers of the quality of their food in the run-up to Christmas.
Waitrose’s Christmas campaign #bakeitforward is the latest sign of the upmarket grocer moving to a social-first marketing strategy as it looks to tap into a social media revolution that head of marketing Rupert Ellwood claims has “completely changed” the way people engage with food.
Retailers including John Lewis, Ryman, Debenhams, Iceland and New Look have signed up to the scheme, which is supported by charity RetailTRUST and designed to improve long-term financial management and therefore employee wellbeing.
Previewing his Cannes Lions keynote session, Unilever chief marketing and communications officer Keith Weed says focusing on quality and diversity will make consumers more open to ads where they see themselves reflected.