Kmart and Woolworths lead Christmas advertising awareness in Australian retail landscape

As the festive season approaches, supermarkets, grocers, and department stores are actively promoting their holiday offerings through seasonal marketing campaigns. According to recent data from YouGov BrandIndex, Kmart and Woolworths have emerged as the frontrunners in consumer awareness through their Christmas advertising efforts among Australian department stores and supermarkets.

Among Australia's major supermarkets, Woolworths stands out with the highest Ad Awareness score, reaching 61.1% from November 14-27. Following Woolworths are Coles (56.8%), Aldi (46.1%), and IGA (24.2%). 

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Woolworths also secured the top position in Word of Mouth (WOM) Exposure at 39.4%, outpacing Coles (34.7%), Aldi (30.9%), and IGA (13.2%). Notably, Aldi's "Go Big on the Little Things" Christmas campaign garnered the most positive awareness, reflected in its Buzz score of 31.6.

Switching to department stores, YouGov's data from the same period indicates that Kmart leads in Ad Awareness with a score of 43.8%, followed by BIG W (38.6%), Target (24.8%), Myer (17.8%), and Kogan (10.1%).

While Kmart hasn't launched a major Christmas commercial, it has been actively promoting its holiday offerings online since October. In mid-November, Kmart launched its 36th Kmart Wishing Tree Appeal – an annual
charity drive with The Salvation Army to distribute donated gifts from customers to needy
households at Christmas.

Kmart achieved the highest Buzz score at 26.4, closely trailed by BIG W (23.1), Target (12.9), Myer (9.0), and Kogan (2.2). Additionally, Kmart secured the highest WOM Exposure at 33.6%, with BIG W (24.5%), Target (18.6%), Myer (12.3%), and Kogan (6.8%) following suit.

For further details and insights, head to the YouGov website: YouGov Business.

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