Canadian Advertisers of the month for October: Smirnoff, TD Canada Trust, and A&W

Key insights:

• Smirnoff Ad Awareness rose 6.1 points, supported by its global “We Do We” campaign marking 25 years of Smirnoff Ice, launched across digital and social platforms.
  
• TD Canada Trust increased 5.5 points following its annual #TDThanksYou campaign, which included influencer content and an installation at Toronto’s Union Station.
  
• A&W recorded a 5.2-point rise in Ad Awareness, linked to the national promotion of its $6 Buddy Bundle across TV and digital channels.
  

This month’s Canadian Advertisers of the Month are Smirnoff, TD Canada Trust, and A&W, each exhibiting significant increases in Ad Awareness as tracked by YouGov BrandIndex. Ad Awareness measures the percentage of consumers who have seen an advertisement for a brand in the past two weeks.

Smirnoff leads with a notable rise in Ad Awareness, moving from 9.7% on September 26 to 15.8% on October 18, an increase of 6.1 percentage points. This increase is likely tied to the launch of Smirnoff’s global campaign, “We Do We”, celebrating 25 years of Smirnoff Ice. The campaign, which began rolling out in late September and includes Canada as part of its international markets, features bold, irreverent creative across digital, social, and video platforms.

TD Canada Trust follows with an increase of 5.5 percentage points, rising from 23.9% on October 1 to 29.5% by October 25. The brand launched its annual #TDThanksYou campaign, which included digital ads, influencer content, and a large interactive installation at Toronto’s Union Station designed to celebrate customer loyalty and life milestones.

A&W rounds out the top three with a gain of 5.2 percentage points, increasing from 21.2% on September 28 to 26.4% on October 25. The rise appears to be likely driven by its national promotion of relaunching $6 Buddy Bundle, with ad placements across TV and digital channels.

Methodology:

YouGov BrandIndex collects data on thousands of brands every day. Ad Awareness is based on asking: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” The data reflects a four-week moving average covering the period from September 26 to October 25, 2025, among Canadian adults aged 18+. The change is calculated as the difference between the lowest and highest scores within that window. Learn more about BrandIndex.