Yeo Valley rappers land 2011 Marketing Society Awards for Excellence Grand Prix

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Yeo Valley: awarded Grand Prix
Yeo Valley: awarded Grand Prix

Yeo Valley Organic scooped the prestigious Grand Prix at the 2011 Marketing Society Awards for Excellence on Monday for its 'Live in harmony' campaign starring rapping farmers.

The activity, by Bartle Bogle Hegarty, was judged to have pushed the boundaries of marketing excellence by demonstrating insight, effectiveness and innovation. Yeo Valley used a high-profile slot during The X Factor to debut its ad and followed this up with a digital media campaign to build deeper engagement.

The TV component, a two-minute spot featuring four rapping farmers, caught the nation’s imagination, clocking up nearly 2m views on YouTube. In the three months following the campaign’s launch, Yeo Valley generated an incremental uplift in sales of more than £3.5m.

Another winner at the event, run in partnership with Marketing, was the youth homelessness charity Depaul UK, for its iHobo app, devised by Publicis London. The Tamagotchi-style iPhone app, which allows users to care for a fictional homeless man and donate to the charity, won the Leading Edge Thinking, Not-for-profit Marketing and Marketing on a Shoestring categories.

Craig Inglis, director of marketing for John Lewis, was named Marketer of the Year for ‘making a demonstrable diff-erence to the business’, while Rebecca Brock, marketing controller at Homebase, won Young Marketer of the Year.

For full details of the winners see below:

Marketing Society Awards for Excellence 2011: Grand Prix

Marketing Society Awards for Excellence 2011: Marketer of the year

Marketing Society Awards for Excellence 2011: Young Marketer of the year

Marketing Society Awards for Excellence 2011: Leading-edge thinking

Marketing Society Awards for Excellence 2011: Long-term marketing excellence

Marketing Society Awards for Excellence 2011: Brand revitalisation

Marketing Society Awards for Excellence 2011: New brand

Marketing Society Awards for Excellence 2011: Brand extension

Marketing Society Awards for Excellence 2011: Marketing organisation

Marketing Society Awards for Excellence 2011: Digitally led marketing

Marketing Society Awards for Excellence 2011: Mobile marketing

Marketing Society Awards for Excellence 2011: Customer insight

Marketing Society Awards for Excellence 2011: B2B Marketing

Marketing Society Awards for Excellence 2011: SME Marketing

Marketing Society Awards for Excellence 2011: Marketing on a shoestring

Marketing Society Awards for Excellence 2011: Not-for-profit marketing

Marketing Society Awards for Excellence 2011: Ecommerce

Marketing Society Awards for Excellence 2011: Marketing communications

Marketing Society Awards for Excellence 2011: Global marketing

Marketing Society Awards for Excellence 2011: Employee engagement

Marketing Society Awards for Excellence 2011: Customer relationship marketing

Marketing Society Awards for Excellence 2011: 360 degs marketing

Marketing Society Awards for Excellence 2011: Cause-related marketing

Marketing Society Awards for Excellence 2011: Marketing for sustainable consumption

Marketing Society Awards for Excellence 2011: Sponsor's statement - Celebrate team spirit

Marketing Society Awards for Excellence 2011: Judges - Main panel

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