List brings together companies with the most ‘advertising awareness’ over the past year
Ranking released by YouGov, carried out by the YouGov BrandIndex platform, showed that Nestl was the brand with the best classification in consumer memory. ‘Advertising awareness’, so called by the company, seeks to portray the number of people who remember having seen an advertisement from the company recently.
Nestl, Advertiser of the Year, came first with a 20.6 point increase between its highest and lowest performing day, from January 1 to December 31, 2023.
In general, the food sector stood out substantially above the rest of the brands analyzed in Brazil, in the 2023 annual ranking. Below Nestl, the Top 5 of the Advertiser of the Year was made up of the Qualy butter line (+17.4 points ), meat brand Sadia (+16), food company Perdigo (+15.8), and packaged food company Seara (+15.1).
At the other extreme, with a drop of -25.9 points in the year, the brand with the worst performance in Brazil in 2023 was Americanas, which has been facing a financial crisis since the beginning of last year.
For Nestl, September was the month in which it achieved its highest advertising awareness score. The company then launched two targeted campaigns through its social media channels. On his YouTube channel, he began implementing his advertising strategy for a new product, Choco Trio.
In the case of Qualy, its highest score of the year was achieved in June. At that time, the brand was running an Instagram campaign with actor, director and writer Ary Fontura to promote its collectible jars related to World Environment Day. Sadia, in May (when it obtained its highest score in Advertising Awareness), published a campaign for Mother’s Day with Dona Da Lícia, the mother of comedian Paulo Gustavo.
Perdigo and Seara had the best advertising awareness performance during the year-end season. At the time, Perdigo was carrying out the Chester Nas Alturas campaign, for which it partnered with the airline Gol, offering a Christmas dinner to 150 passengers on flights So Paulo-Punta Cana (Dominican Republic) on the 20th and 25th of December. In turn, Seara carried out several actions on Instagram, X and YouTube around its #BoasFestasTemFestaSeara campaign, revealing several products and initiatives at Christmas and New Year.
