The PLUS spring commercial scored an average score of 8.6. The other participating commercials were from Albert Heijn, JUMBO and Lidl. The Lidl commercial received the lowest score: a 6.5. Albert Heijn's commercial evoked the strongest spring feeling by far: a score of 8.5 compared to the lowest scoring commercial in this area, a 6.4 for the Lidl commercial.

We collected a lot of feedback and it turned out that reviewers really appreciate the togetherness in this commercial. On the other hand, many reviewers said that this commercial does not radiate cheerfulness and does not evoke a spring feeling. The commercial was sometimes even perceived as a bit sad. “A nice, warm commercial. The “together” aspect is clearly evident, the spring element less so.” And someone else: “nice commercial but it doesn't really cheer me up for spring”

This commercial really evokes different emotions, where the question is which emotion will stick most and which emotion will be most strongly linked to PLUS: that of the feeling of solidarity or more the dark side: the death of loved ones, as was the case in the Christmas commercial and also seems to be the case in the spring commercial. It is important for PLUS that, despite the fact that there is a line in the stories of the commercials, they are careful not to create a negative atmosphere around the PLUS brand.

The lowest-rated commercial was from Lidl, where we often saw the following reactions: “funny but not very convincing regarding the Lidl brand” and “They try to spice it up with a celebrity, but that was a complete failure. I don't like him” There were certainly reactions that Ali B actually creates cheerfulness, but the general tenor is that it is bland and meaningless for the Lidl brand.

That is mainly the message for Lidl: think carefully about which people you want to link to your brand: sometimes it is Beau van Erven Dorens and other times Ali B: two very different people. Ali B is also used again in the most recent commercial, which provides a clearer line in the commercials, but may not be appropriate for what Lidl wants to convey.

We would like to congratulate PLUS on the first place! It is clear that many reviewers strongly appreciated the idea of ​​solidarity. We would also like to thank all the reviewers!

The following commercial competition will be live from May 1: “The Netherlands Cycling Commercial Competition” in which we compare various bicycle-related commercials and call on Dutch people to give their opinion. Be sure to give your opinion and have a chance to win nice vouchers again: Go to https://commercialreview.nl/commercials/commercial-theme/nederland-fietst-commercial-competitie

Do you want to submit your commercial to the Netherlands or participate in a commercial competition? Every month we organize a competition around a specific theme. Be sure to contact us at [email protected]

Would you like to discuss the options for (pre-)testing a commercial in your target group? Let us know!

Related articles: https://fonkonline.nl/artikelen/marketing/nederlanders-vinden-plus-de-supermarkt-met-de-beste-voorjaarscommercial-49313.html