The participating commercials are assessed on 6 factors. There are 3 big winners in the first quarter of 2022: The overall winner with the highest score is Kruidvat with a 7.3 for the spring campaign. The Oranje Fonds and Aldi are in shared second place, both with a 7.0.

The commercials of the winner Kruidvat are also both rated very highly in a number of other categories, including for example in the categories "credibility" and "incitement to action". We see that the main characters in the Kruidvat commercials are increasingly appreciated and that Lies' humor and clumsiness are increasingly appreciated. This was certainly the case in the spring campaign. This 3-word response summarizes the general opinion of our panel about these commercials very well: “Humor, recognizable, appealing”. We often saw the word “recognizable” in the responses, which is exactly one of the goals of communication in Kruidvat's commercials.

The Oranje Fonds commercials are highly rated due to their sympathetic character and beautiful message. In the first quarter, the Oranje Fonds organized NLdoet with a sympathetic call to take action and help others. The other commercial focuses on the anniversary of the Oranje Fonds, showing many beautiful and appealing stories of actions organized in the past. This appeals to many people, which is evident from this response: “It's nice that people are put in the spotlight and show that they are seen and matter.” The commercials also score well in terms of credibility due to their sincerity and allowing “ordinary Dutch people” to speak. This is a very impressive achievement and not always easy for brands to achieve.

We also see that Aldi's commercials, which finished in joint second place, have been very popular all year long because of the consistent approach to the music and style choice in the commercials. We see that viewers are increasingly appreciating the commercials and that the new communication line is absolutely beneficial for the brand. The brand also scores high on, among other things, “credibility” and “Nice to look at.” This response summarizes Aldi's new style very well: “Nice commercial, recognizable, nice that the man makes breakfast, etc., funny here and there, credible, good voice over. Easy to understand.”

We see a strikingly different result in the results of HORNBACH, whose commercials are almost always rated as striking and good. HORNBACH's most recent commercial scores high on the "irritating" factor, especially because the reviewed version is a film of more than 2 minutes. On the other hand, the commercial also scores highest in the “distinctive” category. The overall result of the HORNBACH campaign is exactly what you can expect from HORNBACH, which is very well summarized in this response: “Very special. Very long. I'm not sure if I understood correctly. ”

All winners in the 6 categories can be found in the attached visual.

We congratulate the winners Kruidvat, Aldi & Oranje Fonds on the great scores!

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