11 Aug, 2016 @ 12:25
1 min read

Instagram or HP sauce: The brand favourites that define Brexit voters

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FORGET London and Scotland VS Wales and England, sausages and EasyJet defined voters in the June 23 referendum on Britain’s EU membership.

Campaign Live has richmond sausagesused polling company YouGov’s profiles to correspond declared Brexit voting intentions with brand consumption.

The result is a list of 10 brands that are most popular with both Leave and Remain voters…

Top 10 brands: Leave voters
1. HP Sauce
2. Bisto
3. ITV News
4. The Health Lottery
5. Birds Eye
6. Iceland
7. Sky News
8. Cathedral City
9. PG Tips
10. Richmond

Top 10 brands: Remain voters
1. BBC.co.uk
2. BBC iPlayer
3. Instagram
4. London Underground
5. Spotify
6. Airbnb
7. LinkedIn
8. Virgin Trains
9. Twitter
10. EasyJet

The Leave brands are more likely to be seen as traditional, simple, friendly and of good value.

The Remain brands are seen as progressive, visionary, socially responsible and intelligent.

But Theresa May will need to appeal to both sides if she wants to fix ‘broken Britain’.

Emily James of Campaign Live said: “The old fault lines that divide our nation – income, education, ethnicity, gender and politics – are as pronounced as ever.

“But, since the referendum, something deeper has surfaced. We appear now to be divided according to our basic value systems; the things that define how we see the world and how we see ourselves, i.e. the very underpinning of our cultural identity.”

Researchers say the government may want to look at brands like M&S, Money Saving Expert and TK Maxx, all of whom are able to bridge the gap between the two groups by championing something of importance to a wide range of people.

Money Saving Expert is both simple and intelligent in its advice and tone, while TK Maxx is traditional in its offer of designer brands, but innovative in its business model of giving mainstream access.



Laurence Dollimore

Laurence has a BA and MA in International Relations and a Gold Standard diploma in Multi-Media journalism from News Associates in London. He has almost a decade of experience and previously worked as a senior reporter for the Mail Online in London.

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  1. Just how long is this kind of garbage going to be puked up. If I could have voted, I would have been a Brexiteer and of all the Brexiteers I know, none of them use the crap products from this survey but some do view ITV and Murdochspeak.

    I think I can speak for many who voted leave or would have done so – this survey is at least good for a laugh.

  2. What nonsense this story is, its rude and insulting too and shouldn’t be given air time as newsworthy. It is full of faults and holes, we voted Leave and not one listed as leave brands is used by us whereas several of the other list are! Perhaps OP can let us know who the so called researchers are?

  3. Stuart, I am, shall we say, in the same position as yourself regarding not being able to vote in the referendum due to not living in the UK for the last 15 years. But then was told by a person who is a regular poster on the comments section that when I stated that if I could vote it would be to “leave” the EU although I have lived in Spain well past the 15 years was told in no uncertain terms that I deserved the right not to vote due to my believes.
    I believe every British National, regardless of the years of not living in the UK should have the right to vote, not only for themselves but of the well being of Britain, children, grandchildren and great grandchildren that are living in the UK. Although I have lived in Spain for many years I still pay taxes in the UK and should have the right to vote in the referendum. One should forget the few years that the UK “MAY” suffer due to pulling out of the EU but should be thinking of the future, a nation that is run by a democratically elected members of Parliament, and a self governing free country. But as you rightly say, there are too many “serf’s” that wish to remain for their own self interest.
    As for the survey I must admit I use a bit of this and a bit of that, so how does that leave me.

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