According to creative effectiveness platform System 1, the 2024 festive season is set to be the most “consistent Christmas for advertising” it has seen to date.
The consultancy has published its 2024 Test-Your-Ad scores highlighting how campaigns from six major brands – Cadbury, Amazon, Lidl, Sainsbury’s, Aldi, M&S Food – have already received its highest available score of 5.9 stars.
Aldi UK marketing director, Jemma Townsend said: “Would it even be Christmas without Kevin the Carrot on our screens? We’re delighted to see that bringing back everyone’s favourite carrot is paying off with another top score from System1.’’
Other brands singled out by System1 include TK Maxx, who scored 5.8, followed by Morrisons at 5.7 and Barbour with 5.6. Asda and Very both scored 5.4, while Etsy’s festive effort was rated at 5.1.
Further down the pecking order, Fatface’s campaign film was given 4.9 stars, and Harvey Nichols was given 4.7. Ninja and Greggs both scored 4.4, with Chelsea FC following closely with a score of 4.6.
System 1’s pointed out that many companies have chosen to re-air old festive adverts including Cadbury’s ‘Secret Santa Delivery’, Very’s ‘Let’s make it Sparkle’ and TK Maxx’s ‘Festive Farm’.
The platform’s ‘Compound Creativity’ report, co-written by the IPA, found that consistency in advertising drives long-term commercial success.
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The report also found that well known brands such as Aldi, Sainsbury’s, Argos and Marks and Spencer chose to air advertisements that feature “familiar faces” in order to better connect with audiences. According to System 1, it is crucial for retailers to increase their “emotional appeal” to remain competitive.
“Consistency and familiarity are winning strategies for brands, with Aldi’s Kevin the Carrot and Very’s Pink Flamingos as prime examples,” said System1, chief customer officer, Jon Evans.
“It’s encouraging to see more brands entering the Christmas season focused on past effectiveness, delving into the Christmas archives to revive elements that have resonated with consumers before.
“Amazon exemplifies this approach, returning year after year with messages centred on humanity and kindness. Ultimately, the essence of Christmas lies in simplicity—simple, relatable narratives, familiar faces. The excitement of the season is rooted in humanity and nostalgia, not in extravagance or glamour.”
