Christmas Aldi John Lewis

Aldi ad trumps John Lewis in retail Christmas battle as mums crown it 'most effective' festive spot


By Rebecca Stewart | Trends Editor

November 16, 2015 | 3 min read

Aldi's 'Favourite Things' ad has been voted the most effective seasonal campaign by mums, according to a new study, which found that over a third would shop at the discount supermarket after viewing the spot.

Aldi Favourite Things

Coming close behind was John Lewis' 'Man On The Moon' film, which influenced the buying decisions of 31 per cent of mums.

The research was conducted by Net Mums' founder Siobhan Freegard's online video community Channel Mum, which asked 1000 UK-based mothers and their families to watch a video of all the retailers' 2015 Christmas campaigns before polling their opinion and creating a Goggle-box style reaction video.

Marks & Spencer's glitzy 'The Art of Christmas' offering ranked third with an effectiveness rating of 25 per cent, while Boots and Asda took fourth and fifth place respectively with 20 and 18 per cent of mums saying they would visit their local stores after seeing the retailers' ads.

Mums' most effective Christmas ads

1) Aldi

2) John Lewis

3) M&S

4) Boots

5) Asda

6) Lidl

7) Waitrose

8) Debenhams

9) Argos

10) Tesco

Despite being trumped by Aldi when it came to the art of persuasion, John Lewis' £7m spot was crowned as mums' top seasonal pick overall, loved by 50 per cent of those questioned. However, the retailer faced a backlash from a sizeable quarter of respondents who said there was ‘far too much hype’ around the ad which put them off shopping there.

Discount chains noted a surge in Christmas cheer with creative from Aldi, Lidl and Asda also featuring in the top five best-loved campaigns of 2015.

The report also found that while TV remains the most popular place to first see the commercials, a third of mums now re-watch their favourites on YouTube.

Christmas Aldi John Lewis

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