Campaign Media Awards 2006: The Streetbroadcast Award - Best Grocery, Soft Drinks and Household Campaign

WINNER
Title: Ella's Kitchen
Media agency: Viacom Brand Solutions
Creative director: Dan Salem
Account planner: Agostino Di Falco
Client: Ella's Kitchen
Brand/product: Ella's Kitchen Smoothie Fruits
Marketing director: Paul Lindley

The entrepreneur Paul Lindley had developed a range of organic fruit smoothies for children, but had no money allocated for advertising. Viacom Brand Solutions wanted the chance to prove TV could encourage healthy eating so it offered to underwrite a campaign on Nickelodeon in return for a share of revenue and access to sales data. The Ella's Kitchen campaign consisted of upbeat executions across the network in programming featuring healthy eating messages and resulted in the product being listed in major supermarkets, with sales so far beating expectations.

COMMENDATION
Title: Lucozade Sport
Media agency: MediaCom
Media director: Chris Binns
Account directors/media planners: Gill Clay, Melissa Dods
Creative agency: M&C Saatchi
Creative director: Graham Fink
Account director: James Joice
Account planner: Jacqueline Biggs
Client: GlaxoSmithKline
Brand/product: Lucozade Sport
Marketing director: Chris Harley Martin
Media/brand manager: Angela Eves

In the UK 13 million people play sport, but only three million drink Lucozade, with many people quite sceptical about claims that the sports drink could dramatically improve their performance. Lucozade wanted to create more believers, so it created a project called Sidelines to bring sports science to amateur football games and running competitions. By giving samples of Lucozade, along with free advice on how to improve their performance, the campaign achieved a 15 per cent growth in value sales year on year, while brand penetration grew 22 per cent and brand credibility 45 per cent.

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