CAMPAIGN MEDIA AWARDS 2003: Best Grocery, Soft Drinks and Household Campaign

WINNER Title: Kit Kat "Britain's Biggest Break" Media agency: MindShare Media director: Nick Ashley Business director: Simon Bielby Creative agency: J. Walter Thompson Account director: Emma Stewart-Smith Account planner: Fern Miller Client: Nestle Rowntree Brand/product: Kit Kat Marketing director: Andrew Harrison Media/brand managers: Peter Davis, Jon Lambert

Kit Kat's idea to reinvigorate its brand revolved around "Britain's Biggest Break", where the entire country was encouraged to "have a break" for 15 minutes on 21 March. Radio DJs took breaks (talkSPORT stopped talking to play their listeners football anthems) and all major TV channels changed their break patterns to run Kit Kat ads. Support activity included on-pack promotions, SMS, coffee jar sleeves and a supplement in Take a Break magazine.

COMMENDATION

Title: Get Creative With Persil

Media agency: Initiative

Media strategist: Mark Bowling

Client: Lever Faberge

Brand/product: Persil

Persil devised an on-pack collection scheme for arts and craft materials for schools to engage with the "school gate" community of parents. The campaign drove 26,000 registrations representing more than 60 per cent of nursery and primary schools. A partnership with the BBC involved advertorials in BBC magazines, co-branded CD-Roms and sponsorship of the Tweenies arena tour.

COMMENDATION

Title: Fray Bentos "Real Bloke Challenge"

Media agency: Naked Communications

Media strategists: Gavin May, Matt Hardisty, Hannah Measures

Creative agency: Mother

Client: Campbell's Grocery Products Ltd

Brand/product: Fray Bentos

Marketing director: Tim Perman

Media/brand manager: Karen Dymock

The Fray Bentos Real Bloke Challenge Roadshow was a nationwide search for the quintessential "Real Bloke" which made stars out of "normal men with bellies". The challenge was supported by hot sampling and games for children alongside "real blokes'" media such as beer mats and vans carrying posters.