Brand Barometer - Tesco ads lack that extra bit of Spice

Supermarket chain's pre-Christmas ad campaign is fronted by the Spice Girls, but fails to sparkle.

We're now officially into the Advent countdown, but before we even hit December, the Christmas advertising was already in full flow, mostly laden with celebrities or Santa Clauses.

The most notable celebrity catch seems to have been by Tesco, whose Christmas ad campaign is fronted by the Spice Girls.

The girl power gang have only recently reunited after a seven-year hiatus and the Tesco ad rather conveniently lines up with the launch of their Greatest Hits album, a new single and the start of their worldwide tour starting this month.

The ad shows the five Spices in store buying secret Santa presents for one another and having to hide in various places (behind Christmas trees, inside jumpers, in Transformer masks and so on) so they aren't spotted by their band mates.

According to newspaper reports, the girls were paid £1m each for the ad campaign.

Tesco's ratings on BrandIndex started down this month as a result of the negative reaction to the Competition Commission's report into supermarkets, so it was on a recovery trend by the time the ad debuted on 12 November.

Buzz peaked at only eight points, up a meagre two points, its "recommend to a friend" score has remained static, while its quality rating has fallen by three points to 33.

Only in general impression is there any rise in scores, where it's up five points to 37 - not much of a boost for a big Christmas ad campaign.

Away from the small screen, the Spice Girls' comeback single has also failed to trouble the upper reaches of the charts - perhaps Tesco's celebrity coup doesn't have the zig-a-zig-ah it had hoped for.


YouGov's BrandIndex is a daily measure of public perception of more than 1,100 consumer brands across 32 sectors, measured on a seven-point profile, with data delivered on the next day.

YouGov interviews 2,000 people each weekday, more than half a million interviews per year.

This means you can spot trends as soon as they happen, not when it's too late. Respondents are drawn from an online panel of more than 130,000.

The score is the net rating: people are asked to identify the brands to which they have a positive response, and then those to which they have a negative response, to whatever is the prompt measure.

The net score is the positive minus the negative.

The seven measures that make the complete profile are below.

Each is taken independently - in any one survey, any individual respondent is asked about only one measure for the sector, not all seven. Therefore, none of the readings influence each other within the survey.

1. Buzz

2. General impression

3. Quality

4. Value

5. Satisfaction

6. Recommend

7. Corporate reputation

In addition, we supply an index score.

by Sundip Chahal

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.


Get news by email