UK – Biggest Brand Movers – December 2021

Cheryl Kar
December 09, 2021, 6:17 AM GMT+0

Cadbury Roses has claimed the top spot in the December edition of YouGov’s Biggest Brand Movers in the UK. The chocolate brand made marked improvements in ten YouGov BrandIndex metrics out of the 13 that are considered.

UK Brand Movers is a monthly feature that puts a spotlight on the brands that have registered statistically significant month-on-month growth across most YouGov BrandIndex metrics among consumers in the UK.

In early November, Cadbury Roses collaborated with furnishing retail company, Cath Kidston, on Instagram for a giveaway of hand-painted Cadbury Roses X Cath Kidston Limited Edition Tins to 100 followers. Later, on November 16, it also announced that season ticket holders at Notts County Football Club could nominate the company they work for to become the club’s 2022-23 front of home shirt sponsors. Cadbury Roses registered upticks in three media metric boxes (Ad Awareness, WOM Exposure and Buzz). The brand also made gains in the brand health metrics – Reputation, Satisfaction, Recommend and Quality – as well as all the purchase funnel metric Consideration, Purchase Intent and Current Customer. The Christmas favourite, of course, also began to take front of stage in supermarkets across the country, as preparations for the festive season began.

Another Christmas favourite, Diageo-manufactured cream liqueur Baileys, witnessed upticks in eight YouGov BrandIndex metrics. The brand is one of the five brands that made improvement is all purchase funnel metrics – Consideration, Purchase Intent and Current Customer.

Miniature chocolate brand Celebrations made gains in eight metrics. The Mars-owned brand has recently launched its Christmas advert – inspired by romcoms like Love Actually and Bridget Jones's Diary – featuring a Bounty looking for a partner. The advert aims to promote the company’s Bounty Return Scheme which asks consumers to return their Bounty for Malteser Teasers – the most-loved Celebration pick.

Quality Street, another chocolate and sweets brand to launch a limited-edition tin – the Gold Quality Street – witnessed improvements in eight metrics. It is also one of the brands to have made gains in all purchase funnel metrics.

Aldi, which released its holiday advert – styled like Charles Dickens’ A Christmas Carol – witnessed improvement in all media metrics – Awareness, Ad Awareness, WOM Exposure and Buzz. The advert, which features the voice of football star Marcus Rashford, also features a cameo from Cuthbert the Caterpillar. The advert ends with Aldi’s partnership with Neighbourly to donate meals to 1.8 million families this holiday season.

The last brand to make improvement in six metrics is Dyson. The appliances company registered gains in Buzz, Impression, Value, Reputation, Recommend and Quality.

Royal Botanic Garden, Kew made upticks in five metrics – Awareness, Impression, Value, Recommend and Quality.

Cadbury Heroes is the last brand to make positive moves in all purchase funnel metrics. The chocolate brand also gained in two media metrics – Ad Awareness and WOM Exposure.

Biscuit brand, Fox’s, which released the Fabulous Biscuit Selection – its latest launch for Christmas – made growth in five metrics – WOM Exposure, Value, Reputation, Recommend and Purchase Intent. With the holiday season being a productive month for food and beverage companies, this month’s Biggest Movers rounds up with coffee company Café Nero which made positive moves in four out of six brand health metrics – Impression, Satisfaction, Recommend and Quality. The brand also made gains in Consideration.

Find out if your brand in a Big Mover


Data for the Biggest Brand Movers in December compared statistically significant score increases across all YouGov BrandIndex metrics between October and November 2021. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are:

Media Metrics

Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks

Word of Mouth – Whether a consumer has talked about a brand with family or friends in the past two weeks

Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)

Brand Health Metrics

Awareness – Whether or not a consumer has ever heard of a brand

Quality – Whether a consumer considers a brand to represent good or poor quality

Value – Whether a consumer considers a brand to represent good or poor value for money

Impression – Whether a consumer has a positive or negative impression of a brand

Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand

Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand

Recommend – Whether a consumer would recommend a brand to a friend or colleague or not

Purchase Funnel Metrics

Consideration – Whether a consumer would consider a brand or not the next time they are in the market for a particular product

Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product

Current Customer – Whether a consumer has purchased a given product or not within in a specified period of time

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