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Marks & Spencer tops Christmas advert rankings

M&S achieved the highest customer engagement with its 2017 Christmas advertising campaign, followed by Aldi and John Lewis, a new survey has shown.

Marketing agency BrandLove and tech company SoundOut surveyed 600 UK adults, and 32% of respondents awarded M&S the full 10 marks.

Nearly 40% of female respondents aged 35-44 gave M&S’s advert 10 out of 10, and all respondents in this demographic gave it a score of at least six. 

Sainsbury’s ranked at the bottom of the list of nine retailers, after survey respondents criticised its length. Only 16% gave the campaign full marks. 

M&S also came top when people were asked which campaign “captured the spirit of Christmas”, followed by Tesco and Aldi.

Top Christmas ads:

  1. M&S – Paddington and the Christmas Visitor
  2. Aldi – Kevin the Carrot
  3. John Lewis – Moz the Monster
  4. Debenhams – You Shall Find Your Fairy Tale Christmas
  5. Argos – Ready For Take Off
  6. Asda – Best Christmas Ever
  7. Tesco – Turkey, Every Which Way
  8. Waitrose – Christmas Together
  9. Sainsbury’s – Every Bit of Christmas

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