Birds Eye was the most-recalled TV ad, with some 45% of those surveyed remembering its frozen poultry range ad – the last featuring its Clarence the polar bear character, .
Morrisons' latest campaign featuring ITV stars Ant and Dec took second spot, while Quorn's campaign starring Olympic athlete Mo Farah continued its strong showing in 2014, taking third place.
Brand: Birds Eye
Agency/TV Buyer: AMV BBDO/Carat
Recall: 45%
Brand: Morrisons
Agency/TV Buyer: DLKW Lowe/MEC
Recall: 43%
Brand: Quorn
Agency/TV Buyer: Big Communications/Initiative
Recall: 42%
Brand: Kellogg's Crunchy Nut
Agency/TV Buyer: Leo Burnett/Carat
Recall: 33%
Brand: Unilever deodorants range
Agency/TV Buyer:
Recall: 30%
Brand: SCS
Agency/TV Buyer: Martin Tait Redheads/Martin Tait Redheads
Recall: 29%
Brand: Shreddies
Agency/TV Buyer: McCann London/Mindshare
Recall: 29%
Brand: Farm Heroes Saga
Agency/TV Buyer:
Recall: 28%
Brand: Nationwide
Agency/TV Buyer: 18 Feet & Rising/Havas Media
Recall: 26%
Brand: Walkers
Agency/TV Buyer: Abbott Mead Vickers BBDO/OMD UK
Recall: 25%
Adwatch research was conducted from 27 February - 3 March 2014 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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