Tesco has won YouGov’s Ad of the Month with the highest uplift in ad awareness of any UK brand with a change in score of 4.3.
Its latest advert was part of their Food Love Stories series, exploring the link between everyday life and good food.
Last month Dee’s ‘Fingers Crossed’ Paprika Burgers was released which showed a mother making a good luck meal as her son went off to school to pick up his exam results.
The grocer timed the release to the month of GCSE and A Level results day which helped boost ad awareness scores – which is based on whether someone has seen or heard an advert broadcast by a company in the past two weeks – from 20 per cent to 27 per cent.
The ad also had a positive effect on brand perception with impression scores, based on whether someone has a positive or negative impression of a brand, rising from 22.9 to 34.8.
The increase was more pronounced among current customers of the brand, from 44 to 57.8, and parents of children under 18, from 26.4 to 44.3.
YouGov stated that Tesco’s public perception shifted as the retailer successfully capitalised on the relationship between family and food within the ad.
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