Survey Shows Brands Mean Heinz For UK Consumers

Heinz has been revealed as the most remembered brand in the UK ahead of some of the best known international names, which failed to get mentioned in a series of consumer surveys carried out over the last year.

Heinz brand came out top in four out of five polls conducted by market research group, Martin Hamblin GfK, since September last year. Second place Sony beat it to the top spot just once in January as a result of season gift buying.

Other brands to make it into the top five were Kellogg’s, Persil and Tesco. Rival supermarket chain, Sainsbury’s, was voted the UK’s sixth best remembered brand, with Hotpoint, Coca-Cola, Ford and Fairy making in into the top ten.

The biggest surprise was how many of the world’s best known names did not even make it into the top twenty. Major American brands such as Pepsi, IBM, Disney and Starbucks failed to get even 1% of mentions by the British public.

Also missing were familiar British brands such as Virgin, British Airways, Mars and BP. Ford was the only car brand to make it into the top twenty of recalled brands and BT was the only telecomms provider.

Banks and financial services also performed poorly, with not one managing to make it into the top fifty brands mentioned. The survey shows that the most well remembered brands were those which people come into contact with regularly or those they finds in their homes.

Recent research from Granada Enterprises revealed that sales of Heinz Salad Cream increased significantly following the brand’s sponsorship of Emmerdale on ITV1 (see Granada Reveals Success Of Heinz Salad Cream Campaign).

Martin Hamblin GfK: 01275 810744 www.martinhamblin-gfk.com

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