John Lewis beats Sainsbury's to 'most liked' Christmas ad crown

John Lewis: "most-liked" Christmas TV ad
John Lewis: "most-liked" Christmas TV ad

John Lewis' 'Bear and the Hare' TV ad has been voted "most-liked" Christmas campaign by a retailer, according to a poll by Marketing.

Marketing selected the Christmas ads of ten major retailers, including the UK's "big four" supermarkets, to find out which the public liked most.

The department store's campaign, by Adam & Eve DDB, topped the survey. Nearly half of all respondents declared that they "like" John Lewis' latest campaign, with Sainsbury's 'Christmas in a Day' push in second place, a distant 11 percentage points behind.

Morrisons' ad starring TV presenters Ant and Dec completed the top three, while Asda's price-focused campaign finished bottom of the pile, with only 14% of those asked agreeing that they "liked" the ad.

Brand Agency % of people who "like" the ad
1 John Lewis Adam & Eve DDB/Manning Gottlieb OMD 46
2 Sainsbury\'s AMV BBDO/PHD 35
3 Morrisons DLKW Lowe/MEC 31
4 Boots Mother/OMD UK 30
5 Marks & Spencer Rainey Kelly Campbell Roalfe Y&R/Walker Media 29
6 Aldi McCann Manchester/UM Manchester 25
7 Tesco Wieden & Kennedy London/Initiative 23
8 Littlewoods St Luke’s/Carat 18
9 Lidl TBWA\\London /M2M 16
10 Asda VCCP/Carat 14

Watch all of this year's Christmas ads in one place

Adwatch prompted advertising-awareness research was conducted from 3 to 5 December 2013 by TNS as part of its twice-weekly OnLineBus omnibus among 1000 adults aged 16-64. For details of the survey, contact (020 7656 5900). Ads were compiled by Ebiquity (020 7650 9700) and Mediaedge:cia UK (020 7803 2000).

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