Feature

Media Awards 2010: Best Total Communications Programme

WINNER
Title: Morrisons - Let's Grow
Duration period: 19 October 2009-ongoing
Media agency: MEC
Media director: Sarah Heyworth]
Account directors/media planners: Ann Wixley, Chantal Rutherford Browne
Creative agency: DLKW Lowe
Creative directors: Frank Houston, George Priest
Account directorsL Ann Wixley, Chantal Rutherford Browne
Account planner: Sandya Piyasena
Client: Morrisons
Brand/product: Brand campaign and community engagement programme - Let's
Grow
Marketing directorL Michael Bates
Media/brand manager: Vinney Ashurst

MEC developed an idea for the supermarket Morrisons that all its agencies bought into: Let's Grow.

Morrisons is well known for offering good value, but wanted to draw new customers into its stores, as well as increase sales, by promoting its fresh food offer.

Tapping into an increase interest in food production, the idea of Let's Grow was developed.

The idea was to promote community engagement and understanding about where food comes from. To achieve this, a voucher scheme for school growing kits was developed, to help kids grow their own fruit and vegetables, and harnessed the support of teachers and schools.Backing the campaign was the TV show Farm Camp, showing city kids on a working farm.

A total of 39 million vouchers were redeemed during the launch phase, and an estimated 1.73 million additional shopping trips have been made to Morrisons.

COMMENDATION
Title: British Gas Swimming
Duration period: March 2009-ongoing
Media agency:Carat
Media director: Richard Morris
Account directors/media planners: Rachel McGrath, Neil Dobson
Creative agency: CHI & Partners
Creative director: n/s
Account directors: Rachel McGrath, Neil Dobson
Account planner: Rebecca Munds
Client: British Gas
Brand/product: British Gas
Marketing director: Andrew Hogan
Media/brand manager: Pamela Brown

Consumer interactions with utilities companies tend to come at negative times - such as a boiler breakdown, or the arrival of a bill.

To give British Gas customers a positive interaction and improve brand perception, Carat came up with the big idea of making a long-term, meaningful investment in swimming.

The initiative saw Carat create partnerships with British Swimming and other swimming associations, making a six-year commitment to the sport. It also signed up more than a third of the pools in the UK to help promote the "Free family swim" campaign that was advertised on television, press and other media.

Customers who took a free swim were 65 per cent more positive about British Gas.

Topics