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World

Leave or Remain: Brexit brands revealed

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Opening sequence

World

Leave or Remain: Brexit brands revealed

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COMING UP:Leave or Remain: Brexit brands revealed

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Transcript

00:00:00
>> Eurothon or Best of British, the UK's EU referendum has split the public into two distinct camps, and research suggests it could even indicate what products we eat, buy, and use.>> So for out remainer, Instagram, Twitter, even the likes of London Underground, make it into the top ten.
00:00:21
As for Brexit voters, well, a lot of it can be picked up at any local supermarket. I'm talking PG Tips, HP Sauce or Bisto, gravy granules. I'm Reuters reporter Jacob Greaves, suddenly feeling a little bit peckish. But all of this raises a serious point about the cultural differences that could have emerged after Britain's EU referendum vote, here in London, and around the rest of the UK.
00:00:47
>> Pollster YouGov, helping to rank the top ten favored Leave and Remain brands, drawing on a base of 250,000 people they regularly survey. This time correlating political persuasions and purchasing preferences.>> Brands that were more popular with the Brexit group are what we would call heritage brands. So you've got PG Tips, Bisto, you've got Cathedral City cheddar.
00:01:12
So these are food brands that are looking at kind of a more traditional version of Britain as it always used to be. So the brands that are particularly popular among remainers, are the brands that you'd expect to see as part of a thriving globalized world. They are disrupter technologies, such as Airbnb.
00:01:28
These are young people's brands, international, American-leaning, modern, metropolitan kind of brand values.>> It's important to bear in mind this is about consumer choices, not brand positioning. Companies themselves haven't had any say in the findings. Freddie says YouGov is increasingly being approached by firms looking at how to market in this new environment.
00:01:52
>> A lot of companies are not really taking seriously this Brexiteer versus remain divide. Cuz it can help them actually understand their customers better and know how to appeal to them.>> As recent British politics indicates, polls might be best served with a pinch of salt. But the votes undoubtedly exposed a rift, the 52% versus the 48%.
00:02:14
You are what you eat might mean something new in the Brexit generation.