The judges said the Waitrose campaign was rewarded for its cleverly integrated campaign that was courageous despite the economic climate and for executing the campaign "with a lot of conviction".
The winners were announced by comedian and former marketer Russell Kane at an event for around 200 media executives at Sketch in central London yesterday afternoon (30 June).
The best ongoing use of TV went to Havas media agency MPG Media Contacts for its work for the National Lottery operator Camelot and for using TV advertising to drive over £400m to good causes.
The award for the best newcomer to TV went to ad shop Bartle Bogle Hegarty for its ‘Live in harmony’ campaign for Yeo Valley Organic which saw Yeo Valley form an exclusive deal with the hit ITV1 show ‘The X Factor’.
PHD North, part of the Omnicom group, won the award for best use of sponsorship or content for fruit drink brand Rubicon’s sponsorship of the Twenty20 World Cup in the West Indies for "hitting sales targets for six".
The best use of TV innovation went to Interpublic agency UM London for its ‘Bing Breaks’ for Microsoft search engine Bing. Results showed Bing searches were up 20% over the campaign period and awareness increased by 17 points.
The award for the best use of TV for response went to Digital and Direct Communications and MediaCom for its work for Sky for achieving record product sales for Sky’s broadband product.
The book of the night is available online.