Supermarkets have Christmas 2024 all wrapped up
Twas the month before Christmas, when the ads did appear, Opinium got to work, to see who’d bring cheer.
Out to 8,000 UK adults they went, using Opinium’s advertising optimisation tool AdVantage, to get metrics, the survey was sent.
With insights in hand, they tracked what’s ideal, to see which Christmas ads truly appealed. So, who topped the list, and who caught the eye? Let’s see which campaign reached the festive high!
Lidl wins Christmas with a tale of generosity
| Stand out: 9.6/10 | Feel Factor: 9.1/10 | Brand Impact: 9.3/10 | Purchase intent: 9.4/10 |
Lidl takes the crown for this year’s top Christmas advert with a heartwarming ad narrated in a festive poem. It follows a young girl whose selflessness shines through small but impactful acts, ending in her using her wish not for herself but to help someone else—a nod to Lidl’s Toy Bank initiative which the ad highlighted.
A strong all-round performance especially in terms on stand out, purchase intent and positive impact on the brand. The ad strikes the perfect balance of festive emotions—offering comfort and happiness. The creative delivers a powerful message about the magic of sharing. The ad resonates with audiences, blending charm and emotional impact to make it a standout choice this year!
Coca-Cola reinvents holiday magic with AI
| Stand out: 10/10 | Feel Factor: 9/10 | Brand Impact: 8.4/10 | Purchase intent: 9.6/10 |
‘Don’t fix what ain’t broke’ has been Coke’s approach to Christmas for many years. Interestingly this year they decided to have a tinker as they reimagined the iconic “Holidays Are Coming” with the help of AI. Developed by three partners – Silverside AI, SecretLevel and The Wild Card, this new version takes a modern approach, featuring townspeople welcoming the signature Coca-Cola trucks. While keeping the nostalgic elements that have made the brand’s holiday ads so popular, the updated ad blends innovation with tradition, while still maintaining the familiar soundtrack and atmosphere.
The ad scores top for musical enjoyment and standout and has a high feel factor and purchase intent.
Nostalgia, traditions and indulgence… emotional resonance define this year’s top Christmas ads
Tesco
| Stand out: 9.1/10 | Feel Factor: 8.7/10 | Brand Impact: 7.8/10 | Purchase intent: 10/10 |
M&S
| Stand out: 9/10 | Feel Factor: 9.6/10 | Brand Impact: 7.5/10 | Purchase intent: 8.8/10 |
Tesco and M&S follow closely behind in third and fourth. Tesco’s “Feed Your Christmas Spirit” focuses on family traditions. The story follows a man and his grandfather constructing a gingerbread house in memory of a late grandmother who started the tradition.
The ad is particularly effective in evoking feelings of comfort, happiness, and love whilst also delivering strongly on purchase intent, key at this highly competitive time of year.
M&S, on the other hand, brings a touch of humour and indulgence with “The Christmas Fairy,” once again starring Dawn French. The ad combines humour with the magic of Christmas, showcasing M&S’s luxurious food as the heart of festive celebrations. This light-hearted ad has a memorable impact, securing M&S a top spot for emotional connection.
Supermarkets dominate top 10 but character-driven charm takes a backseat
While this year’s top 10 Christmas ads are heavily dominated by supermarket campaigns, there’s an interesting shift in the rankings compared to previous years. Aldi’s Kevin the Carrot, which has topped the charts in past Christmas periods, has slipped to 10th place.
Nonetheless, the character, who has become synonymous with Aldi’s Christmas ads did still score highly for amusement. However, it seems the charm of Kevin alone wasn’t enough to carry Aldi back to the top.
In a similar vein, Sainsbury’s ad featuring the BFG reached 7th place, despite performing well in terms of comfort. These character-driven ads weren’t as effective in capturing the emotional resonance of some of their competitors this season.
Interestingly, Asda landed in 6th place being the highest-ranking supermarket in terms of stand out, helped by a healthy dose of humour and the A-Team theme.
Morrisons tied with Aldi this year, with its ad featuring humour and musical flair. Featuring the singing oven gloves, it focused on showcasing festive products while delivering a merry, theatrical feel, earning it the 9th spot.
Comfort, humour, and togetherness dominate this year’s top Christmas ads
These findings reinforce a broader trend this year: the themes of comfort, humour, and family values are resonating strongly with viewers. Audiences seem to be drawn to ads that blend heartwarming moments with a touch of light-heartedness, yet with a clear call to celebrate togetherness. As the supermarket ads continue to dominate, it’s clear that this year’s top ads are all about tapping into those universal emotions that make Christmas so special.
Written by Helen Foord
