System1

Christmas Ads are here - traditionally the most effective ads of the year in the UK, and Ad Of The Week brings you 2024’s first maximum Test Your Ad score. It’s from Marks and Spencer Food, whose Dawn-French-voiced Fairy teams up with none other than Dawn French in an entertaining ad that shows the value of creative consistency. Find out more in our exclusive Test Your Ad report and write up: https://hubs.la/Q02XfWR00 Rich Robinson Robbie Black Kate Taylor (née Banks) Katie Hooper Rachel Marsden Chloë Gray Vhairi Motherwell Mindshare Merman

If you think Aldi UK should drop Kevin the Carrot. You're wrong. They've smashed Christmas again. I've seen a couple questionable comments about Kevin the Carrot this year. Is Kevin even effective, or are they just cute ads? Surely, they should change it up now. Why do System1 always shout about them? I fear marketers might be getting bored of this festive vegetable. But one thing's for sure, their customers aren't bored. "Kevin Vs John" is a now-famous 52-page case study detailing Kevin's creation in 2016 by McCann Manchester. And Aldi's heroic market share growth over the next 7 years in incredible detail. All the Effie Worldwide, IPA (Institute of Practitioners in Advertising) & WARC awards. All the brand, share, and spend data. It's a marketing, strategy and advertising masterpiece. If you've not seen that, I've linked it free below. Aldi keeps scoring stronger and stronger in System1's creative testing. And their marketing effects get bigger and bigger. It's a brilliant case for consistency, with consumers loving their advertising more and more as familiarity grows and Fame increases. This year is no different. It's scored a whopping 5.9 Stars in our testing with real consumers. Incredibly well branded. Incredibly entertaining. Creating intense branded positive emotions that will (once again) supercharge their marketing. So, if you see someone on their high Turkey claiming consistent, entertaining ads featuring a carrot as their main character are anything but pure genius, send them this: https://we.tl/t-7K1tUEpgvN I share #advertising and #marketing insights daily, follow for more. Jon Evans Jamie Peate Emese Peter Jake Garner Jemma Townsend Nick Ridley

This fall, the spotlight is shifting from the ubiquitous pumpkin spice to the timeless appeal of classic flavors, with apple leading the charge. Our latest blog explores the rise of classic flavors and how Pillsbury Halloween Cookies are winning hearts with their nostalgic charm, fun designs, and convenience. Discover why pumpkin might be losing its reign and how brands can innovate with confidence: https://hubs.la/Q02X6ZFH0 #Innovation #consumertrends #fallflavors

Ok in fairness when you work at System1 watching Christmas ads IS work. And we're testing all of them with consumers via our Test Your Ad platform to see who will be at the top of the tree.🎄 TYA Premium subscribers can always catch the rankings as they unfold: https://lnkd.in/gkW3yti4 And we'll be gifting you plenty of commentary here too! 🎅 🤶 Genevieve Melissa Jon Andrew Vanessa Freddie Beth

Congratulations to the second winsters of The Chutes, the awards for work that actually works - the amazing team at Ginsters with "Taste the Effort". Want a taste of the strategy, challenges and the Ginsters commitment to craft? Make sure to tune into episode two of The Chutes podcast, where Emma Stowers from Ginsters is joined by Giles Edwards from ...Gasp! and Joe Glover from The Marketing Meetup to delve into the ingredients of this fantastic campaign (and, of course, their delicious pasties): https://hubs.la/Q02X4x3Q0 #podcast #marketing #advertising #effectiveness Tracksuit Beth Marchant Jess M. Andrew Tindall Natalie Chandler Matthew Herbert Elliot Connolly Dan Fleming

'Twas the week of adland Christmas, when all through the ads, Familiar faces returned, making System1 glad... We’re thrilled to see so many beloved characters lighting up our screens this season! Here are a few festive favourites making a comeback: 🎄 Aldi UK's Kevin the Carrot, rocking a new shady look 🎄 Marks and Spencer's Christmas fairy, dazzling us with Dawn French 🎄 TK MAXX's stylish goat, back to steal the show 🎄 Argos' Connie and Trevor, making a rockstar return 🎄 The Very Group’s fancy flamingos, painting the town pink 🎄 Morrisons' humble oven mitts, warming hearts again Want to know who’s capturing consumers’ attention this year? Sign up for System1’s Test Your Ad Premium to stay on top of the latest in Christmas 2024 ads: https://hubs.la/Q02W-TzC0 We ho-ho-hope to see even more of these iconic brand characters in the coming weeks. Fluent devices like these not only cue brand recognition during adland’s busiest season, but they also drive emotional impact, amplifying long-term brand-building. Read more on the power of fluent devices here: https://hubs.la/Q02W-Lx50 #ChristmasAds #BrandCharacters #Advertising #Effectiveness #System1

Make an Instant Impact in Outdoor Advertising! Each month, we join forces with JCDecaux UK to bring you the top-scoring outdoor ads that stand out in the crowd. From bobbing ducks to outrageously selfish co-workers, these ads show how strong branding and witty copy can make a lasting impression. Curious to see who’s taken the crown this month? Check out the full article: https://hubs.la/Q02WXNt20 #OutdoorAdvertising #Branding #Advertising #Marketing

Asda Gnomes just stole Christmas And consumers love it. System1 have tested their new Christmas ad that officially launches tomorrow on a prime-time TV spot. It fills me with marketing joy for many reasons. Their previous runs at Christmas have been very successful - Buddy the Elf, Bublé. But this is different. It's campaignable, it has legs. It's got the makings of a Fluent Device: brand-owned characters that can be used again and again. Increasing effectiveness each time. Gnomes. Being raised in the North, I'm a die-hard Asda fan. Any fan is well acquainted with their gnomes. At Christmas, Katie Chester becomes their Chief Gnome Officer. Filling the store with thousands of quirky gnomes that send fans into a frenzy. It's all over TikTok. Picking up on this and bringing it into their advertising is genius. The characters, story, sense of place, music, and drama really do hold people's attention and elicit strong emotions. Creating plenty strong positive emotions that will supercharge their brand and salience for a while. What's even more impressive is how fluent this ad is. The store, the gnomes, the accents (!!) make this distinctly Asda. 97% of viewers recall the brand. The store is so central to the idea as well, it will speak to those already thinking about Asda and capture in-market demand. Giving it a huge Spike Rating, which we usually see convert nicely into Ad Recall and same-week sales. Another great early Christmas entry from Adam Zavalis, Lisa Birchall, Amy Salwey, Gina Breyer, Pippa Prain, Sam Riley, Sophie Uden and their agency teams at Havas UK (Lee Barber / Jack Lewis-Barclay). See the full System1 report free here: https://lnkd.in/eFRwF8Ki I share #advertising and #marketing insights daily. In November, I share the emotional response to the best Christmas ads so you can see who's winning. Follow for more and hit the 'bell' to see it in your feed.

The Christmas ad race has begun and we're thrilled to announce that Marks and Spencer Food has unwrapped the first 5-Star ad of the season! Their beloved Fairy, voiced by Dawn French, has once again captured hearts and scored a perfect 5.9-Stars on our Test Your Ad platform. Learn more via Advanced Television: https://bit.ly/3Caa7OH