Campaign Media Awards 2005: Best Grocery, Soft Drinks and Household Campaign

WINNER Title: Making Maltesers The Choice For Watching The Telly Media agency: MediaCom Media director: Louise Martell Account director/media planner: Andy Walsh Client: Masterfoods Brand/product: Maltesers Marketing director: Paul Vanags Media/brand manager: Sarah Akass

To boost sales, MediaCom built on Maltesers' positioning as "the lighter way to enjoy chocolate". Press ads, with straplines such as "The lighter way to enjoy ER", ran in TV listings guides and highlighted the best TV programmes of the evening. "Must see" Malteser-branded stands showcased the best films in Blockbuster stores and the brand sponsored the programme Will and Grace. The campaign led to a 16.2 per cent growth in sales.

COMMENDATION Title: Jammie Dodgers Media agency: Universal McCann Media directors: Russell Place, Christopher Smith Account director: Dan Bendall Media planner: Caroline Thomas Creative agency: McCann Erickson Client: Burton's Foods Brand/product: Jammie Dodgers Marketing director: Jaspal Chada Media/brand manager: Duncan Phillips

Jammie Dodgers was in poor health - low brand preference and loyalty being the key indicators. To get the biscuits back into mums' shopping trolleys, Universal McCann chose cinema as the platform to launch this campaign, which marked the end of the biscuit's three-year advertising drought. The creative idea was based around "Jammie Men", with quad posters in the foyers and six-foot-tall Jammie Men stands outside auditoria. In addition, a dedicated 20-second interstitial was created to run in the trailer reel, inviting viewers to join Jammie Dodgers Kids' Clubs. As a result, Jammie Dodgers outperformed in the kids market.

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