Warburtons’ ‘The Giant Crumpet Show’ festive spot is the ‘most successful’ Christmas ad when it comes to driving sales and brand building according to a Millward Brown report.
The study evaluated 18 TV ads, and tested them with consumer audiences using its AdExpress performance measurement tool. Viewers scored each ad on 12 factors including branding, involvement, enjoyment and persuasion.
The ‘Giant Crumpet Show’ was the best all-rounder, scoring highest on involvement (a mean score of 7.16, the norm is 4.53), branding (4.49 versus 3.87), sets the trends (3.71 versus 3.08) and persuasion – making people more likely to buy (3.49 Read full story ›
Source: The Drum
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