Billy’s takes the lead as Advertiser of the Month in Sweden

Which brands are driving the biggest gains in advertising impact right now?

YouGov BrandIndex continuously tracks consumer perception across 16 key brand health metrics, spotlighting the campaigns that resonate most with audiences.

In October 2025, Billy’s, Sweden’s iconic frozen pizza brand, claimed the title of Advertiser of the Month thanks to the largest increase in Ad Awareness. The brand surged from 8% at the start of the month to nearly 18% by month’s end—a remarkable 10 percentage point gain. Billy’s recent campaign focused on convenience and flavor, promoting its new “Billy’s XL” range and sustainable packaging. The push included high-energy social media videos, influencer partnerships, and in-store activations, tapping into Sweden’s love for quick, tasty meals.

These other brands have significant visibility and engagement

Fortum – The Nordic energy company secured second place with a jump from 6% to 14%, driven by its “Powering a Cleaner Future” campaign. Fortum emphasized renewable energy solutions, EV charging infrastructure, and green innovation, using digital storytelling, outdoor ads, and thought-leadership content to connect with eco-conscious consumers and businesses.

While Dressmann, a leading menswear retailer, maintained the highest overall Ad Awareness (around 16% to 23%), its growth was more modest compared to Billy’s and Fortum. Dressmann’s autumn campaign highlighted affordable fashion staples and premium quality, supported by TV commercials, influencer collaborations, and omnichannel promotions.

Billy’s success shows the power of product innovation combined with lifestyle-driven messaging, while Fortum demonstrates how purpose-led campaigns can resonate in sustainability-focused markets. Dressmann reinforces the importance of consistent brand presence and seasonal relevance. For marketers, the takeaway is clear: authentic storytelling combined with multi-channel activation remains a winning formula for driving advertising impact in Sweden.

Methodology: 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?” and delivered as a percentage. The data is based on the interviews of Swedish adults aged 18+ between October 1st and October 31st, 2025. Learn more about BrandIndex.