The nation’s favourite marketing campaigns revealed

The nation’s favourite marketing campaigns revealed

From the charming JR Hartley to Cadbury’s iconic gorilla, we look back through five decades of marketing to find consumers’ most loved campaigns.

From Hovis’s ‘The Bike Ride’, by renowned director Sir Ridley Scott, to Aldi’s much-loved ‘Like Brands, Only Cheaper’, we have uncovered the nation’s top campaigns for each decade Marketing Week has been published – from the 1970s to the present day – as part of our 40th anniversary celebration.

The winners:

1970s; Hovis Bike Ride

Sir Ridley Scott directed this now infamous ad, and 45 years later ‘The Bike Ride’ still captures the British public’s imagination, claiming the accolade of best advert from the 1970s, with 28% of the vote.

1980s; Yellow Pages, “JR Hartley”

This Yellow Pages ad from 1983 marked a distinct change in direction for the brand, which previously positioned itself as something people turn to in an emergency. It is the winning ad of the 1980s by some way with 28% of the vote, followed by the Oxo family (18%) and Levi’s ‘Launderette’ ad (15%).

1990s; Guinness, “Surfers”

Guinness’s ‘Surfer’ was both creatively brilliant and commercially successful. Although not the first ad to launch as part of the brand’s ‘Good things come to those who wait’ campaign, it is certainly the most memorable.

2000s; Cadbury, “Gorilla”

Despite not showing any chocolate, this ad featuring a man in a gorilla suit drumming to Phil Collins has become synonymous with Cadbury.

2010s; Aldi

Through its marketing, Aldi has made a name for itself in the fiercely competitive grocery sector, as a lighthearted brand that takes pricing seriously. Perhaps the most famous ad in its ‘Like Brands, Only Cheaper’ campaign, features a woman comparing tea prices before declaring she in fact prefers gin.

Source: Marketing Week

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