Our interviews with members of the public about how advertising influences their food and drink purchases come in the same week as the IPA Effectiveness Awards, which are designed to reward campaigns that deliver measurable impact on sales.
Most people interviewed were unconvinced of the effectiveness of food and drink advertising and the majority agreed that ads had no influence on their purchasing decisions.
Edward, 69, said: "I suppose it does affect some people. I don't take a lot of credence on that at all. It may lead you to a direction but it doesn't make me buy anything."
Crystal, 26, agreed: "Personally it doesn't really affect me. It's just what they have that's going on offer, the cheapest deals. That's the only thing that drives us to it."
Mitchell, 27, said: "The only thing that I would take notice of is if I was actually in the supermarket and the offers were promoted well because I think TV is probably a turn-off for me really."
Of those who did admit to being swayed by the power of advertising, Claire, 36, singled out Innocent Veg Pots as a brand which had influenced her.
Claire said: "I saw an Innocent Veg Pots advert last night. I'm now going to go to Sainsbury's to see if they've got them because you get three of your five-a-day and I thought that sounded good."
Clive, 40, was impressed by the Muller Lite ads. He said: "I quite liked [them] so I went and tried them and yeah I like Muller Lite now."
Finally, Michael, 59, summed up his thoughts about the effectiveness of advertising: "Well it's quite difficult to access isn't it as you've got that kind of subliminal effect whereby you have an image in your head whether your aware of it or not.
"So we go to a shop, that no doubt is a factor, but we try and ignore that as much as we can and make choices on the basis of quality and diet."
Monday night's IPA Effectiveness Awards recognised campaigns by Morrison's, Knorr, Frijj and Nutella.
Morrison's Grand Prix winning 'Let's Grow' campaign, involved a voucher redemption scheme which provides schools with gardening equipment and seeds, encouraging both teachers and children to grow their own food.
The campaign included TV, print and DM, among others. In its first year, 85% of primary schools registered, 39 million vouchers were redeemed and 'Let's Grow' generated payback of £21.57 per every £1 spent.
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