HB ice lolly advert is cream of crop

TELEPRINTER:Mmm . . . cheeseburgers. It comes as no surprise to those of us with the willpower of a toddler that food and drink advertisements are the most memorable campaigns in the out-of-home sector. They are the most likely to inspire purchases, according to out-of-home media buying specialist Kinetic.

HB’s Tastes Like Summer ice-cream campaign was the nation’s favourite this year, with 88 per cent of those reviewing 825 campaigns indicating they liked or strongly liked the campaign, according to Kinetic, who commissioned the study. Perhaps the fact that such images tend to leap out during sunny weather put respondents in a good mood.

Some 57 per cent of those surveyed by Millward Brown Lansdowne for Kinetic said that they had been motivated to buy a McDonald’s meal after being exposed to its Get it Together campaign.

Sports sponsorship scored highly, with Coca Cola’s Euro 2012 sponsorship the most likely campaign to be recalled unprompted.

When prompted by an image, the out-of-home campaign that ranked the highest on recognition was Heineken’s rugby sponsorship.