Campaign Media Awards 2012 - Best Grocery, Soft Drinks & Household Campaign: Dolmio, Thursday, 22 November 2012 08:00AM

MediaCom's challenge was to encourage people to see Dolmio as part of their five-a-day requirement for fruit and vegetables.



  • Title: Papa's Big Tomato Challenge
  • Media agency: MediaCom
  • Media director: Paul Kershaw
  • Media planner: Suzanna Lay
  • Creative agency: Abbott Mead Vickers BBDO
  • Account planner: Anna Coscia
  • Client: Mars Food
  • Brand/product: Dolmio (100% Natural Bolognese)
  • Marketing director: Rosie Jackson
  • Brand manager: Alex Murphy

The agency found that 95 per cent of children do not meet the daily requirement, but if they had been involved in growing their own fruit and veg they were 1.5 times more likely to eat the right foods than those that had not.

Using the Papa puppet character from Dolmio’s ads, MediaCom partnered with The Sun and The Scouts to educate and inspire children to grow their own tomatoes. The dedicated website received more than 137,000 visits and value sales of Dolmio increased by 8.9 per cent year on year.

This article was first published on

Related articles


You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs