YouGov BrandIndex tracks consumer perceptions of brands daily worldwide. Its data highlights significant Ad Awareness score increases achieved by Al Rabie, KFC, and Amazon in the MENA region during December 2024.
Al Rabie leads Ad Awareness gains in Saudi Arabia
Al Rabie registered the highest increase in Ad Awareness score of all brands tracked in Saudi Arabia for the month. From November 28 to December 17, the brand’s Ad Awareness score rose by six points, from 20.2% to 26.2%. This increase is closely linked to Al Rabie’s efforts to reposition its brand and target a younger demographic. Mid-December marked the launch of their refreshed packaging, aligning with the period of significant Ad Awareness growth. Additionally, a YouTube video uploaded in August 2024, showcasing their brand values and innovative approach, accumulated over 800,000 views by January 2025, reinforcing their presence among the youth.
KFC’s holiday campaign Shines in the UAE
KFC saw a 5.5-point increase in Ad Awareness in the UAE, rising from 42.4% on December 3 to 47.8% on December 17. The brand unveiled its 2024 Holiday Bucket and streetwear-inspired merchandise collection. The “Buckets of Joy” design, created by illustrator duo Yeye Weller, adorned the festive buckets. The merchandise collection included sweatshirts, T-shirts, a festive sweater, a hoodie, a beanie, and socks, available for purchase from December 3, 2024. Meal deals were offered in KFC restaurants, online at KFC.com, or via the KFC app, aiming to make holiday gatherings more enjoyable and convenient.
Amazon’s Ad Awareness score increase in Egypt
Amazon achieved the highest Ad Awareness score of the month in Egypt, recording a 7.6-point increase from 39.1% on November 16 to 46.7% on December 22. This surge is attributed to the success of their White Friday Sale, which ran from November 20 to 30. Amazon’s extensive advertising efforts, including targeted digital campaigns across social media and e-commerce platforms, amplified their reach and resonated with value-conscious shoppers during the holiday season.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from surveys of adults aged 18 years and above residing in the KSA, UAE and Egypt respectively from 26 November to 25 December 2024. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period.
