Leveraging Which? endorsements to boost your brand

Which? taste tests have always sparked strong reactions from the public. Whether it’s a surprising win for a lesser-known brand or a supermarket’s own-label product beating a big name, our tests generate serious buzz.

Take our recent baked beans test, for example: Aldi’s victory over Heinz stirred up passionate debate around the saucy staple, capturing the attention of over 160,000 people across Instagram, Facebook, X, and Threads. With over 1,200 reactions and 500 comments, Aldi's win ignited conversation – with even Aldi joining in to celebrate.

Which? endorsement logos, including Best Buy and Great Value, give brands the chance to boost recognition and build consumer trust. As our Social Media Manager, Hannah Ballantyne, notes: “Displaying our endorsement logos alongside everyday products helps raise visibility with both businesses and consumers. Plus, our new graphic templates put products front and centre, driving more traffic and engagement.”

Beyond impressions, our tests make waves in the media. September saw our tea bags and baked beans results reach an audience of over 53.7 million people, with a front-page feature in the Yorkshire Post.

Looking ahead to Christmas, our festive taste tests – from champagne to mince pies – will no doubt bring more opportunities for your brand to shine.

If you’ve secured a Which? endorsement, how will you use it to boost your brand? Check out our guide to see how other brands are celebrating their wins across social media.

Ready to elevate your brand with a Which? endorsement? Get in touch with your Account Manager or email endorsementscheme@which.co.uk if you’d like to find out more.