Data compiled by brand consultancy firm Kantar has revealed that 2022’s ‘most effective’ Christmas ad was VCCP London’s Cadbury Secret Santa.
To determine the result, Kantar analysed feedback from over 3,750 consumers alongside facial recognition technology to gauge people’s emotional responses.
Cadbury’s Secret Santa spot focuses on the true meaning of Christmas and the spirit of giving – evidently hitting the perfect note with viewers, as Kantar has revealed that it is the highest ranked festive campaign in its database since 2019.
“Brands generally steered clear of messaging around spending or excess and instead drew on the true meaning of Christmas – togetherness, giving and joy – which was the right way to go,” Kantar UK head of creative excellence, Lynne Deason said.
“Cadbury’s Secret Santa campaign cleverly tapped into themes of generosity and kindness with a populist concept that everyone can engage with, while capturing the essence of the much-loved brand.”
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With the country going through record inflation and the worst economic crisis in close to 50 years, Kantar figures released in October indicated that half of all respondents were worried about Christmas, up 15% from 2021.
Those polled felt that Cadbury’s Secret Santa campaign best celebrated the joy of Christmas 2022, striking the perfect tone given the global cost-of-living crisis.
Other standout campaigns this year according to Kantar included the highly emotional John Lewis ad which shone a light on foster care, alongside Asda and Aldi’s more light-hearted films.
Deason continued: “Christmas ads have become something of a national event in Britain and are now part of the festive furniture. We know that consumers are more likely to turn to nostalgia as comfort during crises, and Asda and Aldi put themselves at the heart of Christmas tradition this year.
“Their campaigns work particularly well by reminding us of good times. The ads are also fun – advertisers should never underestimate the power of humour and entertainment.”
