TRA uncovers Kiwi’s most-loved ad campaigns

The quarterly Favourite Ads Survey by leading research and insight agency, TRA, ranks the most popular television ads based on spontaneous recall and sentiment. This quarter’s results are determined by, and are based on, candid feedback from more than 1,000 Kiwis aged 18 to 60.

NZ’s Top 10 ads of the quarter

• ASB Ben & Amy [No change in rankings]
• ANZ Sharma Family [No change in rankings]
• Tux Feeding the kiwi in all our dogs [New to list]
• One NZ Let’s get connected [New to list]
• Genesis George and family [No change in rankings]
• PAK’nSAVE Stickman [-2 places]
• KFC The power of KFC [+1 place]
• Turners Tina from Turners [-5 places]
• The Warehouse You’ll find it at the Warehouse [New to list]
• Specsavers Should’ve gone to Specsavers [New to list]

Strategic consistency

TRA’s Head of Strategy, Carl Sarney, attributes the recurring success of ads such as ASB’s “Ben & Amy”, to strategic consistency. 

“Once again, we see a lot of the same brands (ASB and ANZ) claiming the top spots in the rankings. This continuity in performance reflects the power of sticking to the Creative Commitment principle. Brands that invest in a single recognisable brand idea over time, extend it across media channels, and maintain consistent media investment tend to lead in recall and positive sentiment.”

To evaluate the strength of each ad’s creative execution and explain why certain ads perform better than others TRA’s proprietary framework, Creative Edge is used. The framework includes the ‘three R’s’; how likely an ad is to grab people’s attention (Remarkable), entertain (Rewarding), and how strongly the brand is linked to the creative idea (Remembered).

The top two brands (ASB and ANZ) have garnered the top 2 spots in their rankings since December 2023. However, this quarter, the results revealed four debutant ad contenders (Tux, One NZ, The Warehouse and Specsavers); with three (PAK’nSAVE, KFC and Tuners) earning placings in the top 10 before, but are +/- positions in the latest rankings.

Results further revealed no change in rankings for three out of ten of the favourite ads (ASB, ANZ and Genesis).

Sarney says, “This quarter’s leading ads share a spirit of playfulness. In challenging times, ads that spark joy by being playful rather than strictly humorous have a unique appeal. The top ads aren’t always laugh-out-loud funny, but they bring entertainment and give people a reprieve from the ordinary.

“Playfulness can be a powerful tool for making a brand enjoyable and memorable.”

The rankings show New Zealanders’ appreciation for campaigns that blend strong brand storytelling with playfulness, affirming the importance of long-term brand investment in fostering memorable, beloved ads.

While familiar names topped the list, four ads made notable debuts, assessing the ad’s effectiveness via its Remarkability, Rewarding quality, and brand Remembrance, these ads stood out because:

Top four debut Favourite Ads:

1. Tux – “Feeding the kiwi in all our dogs”
   Celebrating its 70th anniversary, Tux reintroduces its iconic jingle, “Tux keeps ‘em full of life,” and brings it to life through “Bjorn,” a city dog adapting to rural life. With strong Kiwi cultural cues and an endearing storyline, this ad embraces New Zealand’s love for nature and humour, securing its place in the rankings.
2. One NZ – “Let’s get connected”
   Featuring quirky characters on a journey to connection, this ad uses playfulness to demonstrate One NZ’s offerings. The storyline effectively links the service benefits with brand identity, making it a compelling, memorable campaign.
3. The Warehouse – “You’ll find it at the Warehouse”
   This ad revitalises the classic tune “Mambo No. 5” in a vibrant family-centered story, with a catchy song and playful narrative. The family’s interactions with The Warehouse’s offerings make it an engaging showcase for the brand, extending across multiple media touchpoints, including digital and in-store.
4. Specsavers – “Should’ve gone to Specsavers”
   The enduring “Should’ve Gone to Specsavers” tagline resonates with Kiwis, with many survey respondents citing the entire campaign rather than a specific execution. The ad uses locally relevant settings, such as outdoor scenes, tapping into New Zealanders’ love for the outdoors.

“This quarter’s rankings underscore that a thoughtful blend of entertainment and strategic commitment is key to winning hearts over time and reaffirm the value of creative consistency and brand playfulness in forging memorable connections with Kiwis,” says Sarney.

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