Lowe London's "Granny Smiths" press ad for Tesco scooped the top award at the inaugural Awards for National Newspaper Advertising.
The Lowe London creatives Jason Lawes and Sam Cartmell picked up the £25,000 Winner of Winners prize at the Newspaper Marketing Agency's event at London's Mall Galleries on 25 January.
The ad was chosen by a panel of 12 of London's creative directors, including WCRS's Leon Jaume.
Jaume said: "'Granny Smiths' is the best ad in a great newspaper campaign from 2005. To score points both off your posher rival and your cheaper one in so few words is powerful stuff and perfect use of the newspaper medium."
The judges also selected ads to win £5,000 prizes in three craft categories: copywriting, art direction and typography.
The copywriting award went to the Miles Calcraft Briginshaw Duffy creatives Emer Stamp and Ben Tollett for the "Cath Kidston" ad for Millets. The pair have since moved to DDB London.
The prize for art direction went to Lowe London's Alan Wilson and Diccon Driver for their "high street" ad for Stella Artois. McCann Erickson's Mark Reddy and Dean Webb took the typography prize with their "Harvard" campaign for American Airlines.
The awards were the culmination of the first year of the ANNAs programme, which was created by the NMA to promote creative excellence and effectiveness in newspaper advertising.
Maureen Duffy, the NMA chief executive, said: "We hope that as the ANNAs moves into its second year, it will act as a catalyst to further raise the bar in creativity and inspire ads targeted specifically at newspapers."