In second place is Tesco's ‘Finest Christmas' campaign, with Morrisons' ‘Fresh Christmas Food' spot starring Richard Hammond in third place.
The Sainsbury's seasonal campaign featuring Jamie Oliver was deemed the fourth most motivational ad, with The Co-operative's ‘Four Weeks to Christmas' ad in fifth place.
‘Christmas is a time which has a natural ‘feel good factor' attached to it,' said Paul Baker, head of Mercury at TNS Research International. ‘Ads which draw on positive emotions tend to do very well in converting sales.'
‘What is common amongst all the top performing ads is their success in conveying a level of Christmas cheer which has a resonance with viewers across all demographics - generating high levels of both engagement and motivation. Boots for example also does well amongst men.'
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