The Government’s HSE Covid-19 campaign devised by TBWA\Dublin and Core topped the BrandShout list of most recalled ads by Irish consumers in April, the latest research conducted by Ipsos MRBI for Marketing.ie indicates. The Covid-19 ads, which have been running across all media since the virus outbreak, moved up 18 league places in a month.
SuperValu was ranked second in April’s BrandShout, a jump from 13th spot in the March listings. Not surprisingly, other major supermarkets – namely Lidl, Aldi, Tesco and Dunnes Stores – made up the other top six places. With consumers in lockdown, home entertainment brands Sky, Virgin and Disney + were next in line, with Specsavers in 10th place.
The wider list included new entrant Amazon, followed by Coca-Cola, Eir, McDonald’s, RTÉ, Cadbury, JD Sports, Netflix, Spotify, Vodafone, P&G’s Tampax personal hygiene brand and Just Eat. In March, Ireland’s most recalled advertiser tracked by BrandShout was Paddy Power (above), with Aldi, Lidl, Guinness and Vodafone making up the top five.
Next up was McDonald’s, Heineken, Hyundai, Toyota and Sky. Other high performers in March were Virgin, Coca-Cola, Specsavers, SuperValu, Tesco, Bank of Ireland, Three, VHI, 123.ie, Eir, Renault and HSE Covid-19. BrandShout rates Ireland’s most recalled ads as part of Ipsos MRBI’s Omnipoll fortnightly telesurvey of 1,000 adults age 15 and over.
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