The retailer was particularly credited for rejuvenating the brand in this recession through its "feed your family for a fiver" initiative and the ads, created by Abbott Mead Vickers BBDO, which carried the strapline: "Try something new today."
Hovis was awarded the brand revitalisation gong following the success of Miles Calcraft Briginshaw Duffy's "go on lad" campaign, which led to the brand winning back lost market share.
Pete Markey, the marketing director of More Th>n, scooped the marketer of the year prize, after delivering double-digit year-on-year sales at a time when the financial sector is in turmoil.
Cheryl Calverley, Unilever's marketing manager, who launched the Guinness Marmite brand to reach out to younger consumers, picked up the young marketer of the year award.
O2 picked up both the leading-edge and the brand extension awards for transforming the Millennium Dome into a leading music venue in Europe.