YouGov data reveals Woolies + Kmart dominate consumer awareness with Christmas advertising

With Christmas around the corner, supermarkets, grocers and department stores have launched seasonal marketing drives to showcase their diverse holiday ranges. Data from YouGov BrandIndex has revealed that Kmart and Woolworths have taken out the top spots of consumer awareness with their Christmas advertising among Australian department stores and supermarkets.

What supermarkets are dominating the market?

YouGov BrandIndex data from November 14-27 shows that among Australia’s largest supermarkets, Woolworths enjoyed the highest score for Ad Awareness (percentage of consumers who recall seeing their ads in the past two weeks). Woolworths ads reached 61.1%, followed by Coles (56.8%), Aldi (46.1%) and IGA (24.2%).

In early November, Woolworths launched its Christmas campaign, ‘Celebrate the Little Things That Make Christmas Special’ created by M&C Saatchi Group. This follows school children dressed up as various foods – shrimps, carrots, strawberries and more – travelling to a Christmas party, where they perform in costume before feasting with friends and family on a festive spread.

Aldi’s Christmas campaign, created by BMF, encouraged consumers to build a festive feast that didn’t just hero seasonal centrepieces, but also side dishes.

What department stores are dominating the market?

YouGov also revealed the department stores that are dominating the market this Christmas season. YouGov BrandIndex data from November 14-27 shows that Kmart has taken out the top spot for Ad Awareness (43.8%), ahead of BIG W (38.6%), Target (24.8%), Myer (17.8%) and Kogan (10.1%).

Although Kmart has not launched a big Christmas commercial as of late November, the retailer has been promoting its range of Christmas offerings across its website and social media channels since October. In mid-November, Kmart launched its 36th Kmart Wishing Tree Appeal – an annual charity drive with The Salvation Army to distribute donated gifts from customers to needy households at Christmas.

The retail giant also received the highest Buzz score of 26.4, closely followed by BIG W (23.1), Target (12.9), Myer (9.0) and Kogan (2.2), as well as the highest WOM Exposure (33.6%). Other retailers’ WOM Exposure followed, BIG W at 24.5%, Target at 18.6%, Myer at 12.3%, and Kogan at 6.8%.

For more insights or information about YouGov, please visit: https://business.yougov.com/sectors/agency