Following on from the Christmas TV advertising campaigns for 2012, the trading results from the festive period are out.
The brilliant John Lewis TV ad (we loved it) captured both the imagination and heart-strings resulting in a bumper festive sales jump. The advert worked. Sales in the five weeks to the end of December rose by 13%, with both stores and online doing well.
Conversely Morrisons TV advert - we said it was awful, the day it was aired, resulted in Christmas sales being "disappointing" which is industry speak for 'We really messed Up". Like-for-like sales, which exclude new store openings, fell 2.5% compared with the same time last year.
Tesco's Christmas figures will be out on Thursday while Sainsbury's will update the markets on Wednesday. Neither TV campaign grabbed our attention.
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