Marketing selected the Christmas ads of ten major retailers, including the UK's "big four" supermarkets, to find out which the public liked most.
, by Adam & Eve DDB, topped the survey. Nearly half of all respondents declared that they "like" John Lewis' latest campaign, with in second place, a distant 11 percentage points behind.
completed the top three, whilefinished bottom of the pile, with only 14% of those asked agreeing that they "liked" the ad.
| Brand | Agency | % of people who "like" the ad | |
| 1 | John Lewis | Adam & Eve DDB/Manning Gottlieb OMD | 46 |
| 2 | Sainsbury\'s | AMV BBDO/PHD | 35 |
| 3 | Morrisons | DLKW Lowe/MEC | 31 |
| 4 | Boots | Mother/OMD UK | 30 |
| 5 | Marks & Spencer | Rainey Kelly Campbell Roalfe Y&R/Walker Media | 29 |
| 6 | Aldi | McCann Manchester/UM Manchester | 25 |
| 7 | Tesco | Wieden & Kennedy London/Initiative | 23 |
| 8 | Littlewoods | St Luke’s/Carat | 18 |
| 9 | Lidl | TBWA\\London /M2M | 16 |
| 10 | Asda | VCCP/Carat | 14 |
Adwatch prompted advertising-awareness research was conducted from 3 to 5 December 2013 by TNS as part of its twice-weekly OnLineBus omnibus among 1000 adults aged 16-64. For details of the survey, contact Anita.Emery@tnsglobal.com (020 7656 5900). Ads were compiled by Ebiquity (020 7650 9700) and Mediaedge:cia UK (020 7803 2000).
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