System1 unveils top 10 best ranked out-of-home advertisement campaigns

Aug 6, 2025 | Industry News

Andrex's 'A little love goes a long way' ad campaign

Andrex’s ‘A little love goes a long way’ ad campaign

Cadbury’s, Jaffa Cakes, and KitKat are among the brands rated best at out-of-home advertisement, according to marketing platform System1.

Using its ‘Test you Ad’ platform, the company has unveiled the top 10 UK OOH adverts ever tested.

Cadbury’s featured twice in second and eighth place while other confectionary brands, like Pringles and Cornetto also featured.

The top ten were listed as:

  1. Andrex “A Little Love Goes a Long Way” (5.9 Stars)
  2. Cadbury’s “Secret Santa” (5.5 Stars)
  3. Minute Maid “The Open Billboard” (5.2 Stars)
  4. Jaffa Cakes “We’re a Cake You Biscuit” (5.0 Stars)
  5. WWF “Prescription for Nature” – Park (5.0 Stars)
  6. KitKat “Have a Break” (4.6 Stars)
  7. Cornetto “Surf” (4.2 Stars)
  8. Cadbury’s “Caramilk” (4.2 Stars)
  9. Pringles “Let’s-a-go” (4.2 Stars)
  10. Walker’s Shortbread “A Wee Bit of Scotland” (3.8 Stars)

The platform used to find these results predicts the long-term brand building potential of creatives based on their capacity to evoke strong, positive emotions.

A score of 5.0 Stars or above indicates a high emotional response and is considered “exceptional”. The average rating for OOH adverts is 2.2 Stars.

Andrew Tindall, SVP partnerships, System1, said: “Outdoor is having a moment. Les Binet recently revealed it’s now outperforming TV for reach, yet many brands still treat it as an afterthought.

“Because reach means nothing if people don’t feel something or remember who the ad was for.

“It’s the kind of insight that will make you completely rethink your creative approach”.

The list comes after it was announced that OOH spending surpassed £31 billion for the first time.

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