The tactical campaign placed in the top 2% of all ads in May for distinctiveness, a report from Marketing Week, the Advertising Association and Kantar shows.
Newsworks nominated several top news brand ads for consideration, with Tesco coming out on top among consumers. Along with its attractive distinctiveness, it also came in the top 15% for being actively engaging as well as in the top 30% for its “feel-good factor”.
The analysis was produced by The Works, a collaboration between Marketing Week and the Advertising Association’s Trust Working Group, using Kantar Marketplace data.
Lynne Deason, Kantar’s UK head of creative excellence, explains why Tesco’s “Pop to your Local” was such a hit: “What makes Pop To Your Local If You Can stand out is its unexpectedness; the idea that a supermarket would actively choose to encourage people to go to their local pub, instead of persuading people to buy drinks from their stores.”
Find out what else makes the ad so effective in a full write-up by Marketing Week’s Michaela Jefferson.