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Food & Drink simmers towards a festive boil (w.e November 6)

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November may have only just begun but the annual battle between UK retailers for the best Christmas advert may well be over, as Asda launched its festive campaign featuring everyone’s favourite Elf, Buddy Hobbs – aka ‘Buddy the Elf’ – from the film Elf, starring Will Ferrell (well played Havas London, well played indeed). As such, this week’s focus area is on our Food & Drink content as Brits start to focus on their festive feasting plans.

Food & Drink simmers towards a festive boil

  • More than 17m Food & Drink page views last week was the third highest week for engagement in 2022. While Asda and Buddy the Elf got our food fans feeling festive, Bake Off continued to grow Desserts & Baking page views, up +42% week on week.

  • With December excess likely for many, there has been recent engagement growth for more health-conscious Food & Drink content. Last week saw Non-Alcoholic Drinks and Healthy Cooking page views grow by +55% and +31% respectively (or +50% combined).

  • Money-saving during the weekly food shop as the cost of living continues to bite has savvy Brits nationwide turning to their freezers. Last week, engagement with the Frozen Food topic within Food & Drink more than tripled week on week.

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  • Our Food & Drink content has shown good growth in Q4 so far. Last year, 184 million Food & Drink page views increased by +19% compared to the previous three months, with December being a fifth higher than November 2021 and a similar trend is expected this year.

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