Store wars in the retail sector meant the big supermarkets had the
most talked-about advertising campaigns in the fourth quarter of 2001,
according to the latest Ads That Make News survey.
The survey, by media PR firm Propeller and media monitoring company
Media Report Editorial, found that Sainsbury's gained the most coverage
for its ads in national newspapers, mainly as a result of stories about
Jamie Oliver fronting its campaign.
Celebrities were also at the heart of stories about second-placed Marks
& Spencer. Tesco came third due to complaints from other stores about
its low pricing claims.
M&S' new ad strategy was boosted by rumours that the Beckhams might join
its campaign. Two other celebrities featured at fourth and fifth
positions in the survey. Elton John sang the praises of Royal Mail and
Madonna reportedly received £10m for the use of her song Ray of
Light in Windows XP's £200m push.
Dronco Abrasives tied for fifth place with Microsoft thanks to an
Advertising Standards Authority ruling on complaints about an ad
referring to Germans as 'Krauts'.
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