According to data from YouGov BrandIndex, Cadbury Creme Eggs, Santander, and Head & Shoulders made the biggest gains in Ad Awareness in the UK during February 2023.
YouGov’s monthly BrandIndex* analysis indicates that Cadbury Creme Egg secured the top spot with a rise of 8.0 points in its Ad Awareness score this month. It jumped from 7% on January 26 to 15% on February 25.
Ad Awareness asks consumers if they have seen an advertisement for the brand in the past two weeks, and the difference between a brand's low and high scores for the month determines our Advertisers of the Month.
With Easter just a few weeks away, Amazon slashed the price of Cadbury Creme Eggs, much to the delight of shoppers across the UK. As much as 20p cheaper than supermarkets, the chocolate treats, as part of a bulk-buying deal, are now available at less than £20 for a box of 48 individually wrapped eggs. Earlier in February, the brand also garnered some unexpected publicity when a chocolate thief admitted to stealing almost 200,000 Cadbury Creme Eggs worth more than £31,000.
In second place, the financial services company Santander saw its Ad Awareness score improve by 5.9 percentage points. Its score rose from a minimum of 10.8% on January 28 to a maximum of 16.7% on February 25. In an eventful month that began with Santander updating its savings and mortgage products following the Monetary Policy Committee’s decision to increase the Bank of England base rate, the brand announced the second phase of My Home Manager, the one-stop home management service. February also saw the launch of a £20,000 prize draw for new and existing Investment Hub customers and monthly prize draw for twenty new Santander Home Insurance customers. And the latest instalment of the brand’s continuing ‘Bank of Antandec’ campaign sees the comedic duo return to their roles as fictional banking CEOs. Last seen attempting to teach children about money confidence in the Back to School spot, the pair are back with an anti-scammer awareness message using Fraud Detector Scammer Pants.
Rounding up the top three Advertisers of the Month for January 2023 is Head & Shoulders. The American personal care brand saw its Ad Awareness score move up 5.8 points, from 27.3% on January 28 to 33.1% on February 11. The anti-dandruff hair care brand owned by Procter & Gamble recently launched the Derma X Pro range that features multiple sub-collections which offer solutions for various hair and scalp problems including dryness, damage, itchiness and hair thinning.
* YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” Data from surveys of adults aged 18 years and above residing in the US from December 26, 2022 to January 25, 2023. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.