LONDON: 'As good today as it's ever been', an MCBD campaign for bread brand Hovis, has won the Grand Prix at the 2010 IPA Effectiveness awards.
The campaign - the case study for which is available to warc.com subscribers here - was based around a two-minute TV ad that updated 'Boy on bike', an iconic Hovis spot from 1974.
Heavy PR support helped sales of the bread rise by 14% year-on-year, closing the market share gap with rivals Warburtons.
The judges said the campaign was both "beautifully executed" and "hugely popular", adding that "Hovis mined its archaeology to create a fresh and modern campaign that was completely true to one of the UK's best loved brands."
Lord Burns, chairman of the judges, commented: "The judges were delighted to see the proof that a campaign that captured the public's imagination also managed to return a phenomenal £5 for every £1 spent.
"It is a wonderful example of how advertising can be effective in a less exciting brand category."
Other major winners at the event included DDB UK and MEC for TDA Teacher Recruitment, which took a Gold award, the Channon Prize for Best New Learning and won Best Multi-Channel Paper.
The Best Media prize, and another Gold, went to 'A new blueprint for sponsorship', a VCCP campaign for the O2, a London entertainment venue and tourist attraction.
Meanwhile, 'For The Love of Wispa', a Fallon London campaign for Cadbury that made extensive use of Facebook, won a Gold award.
Cadbury also picked up the Broadbent Prize for Best Dedication to Effectiveness, sponsored by Warc.
The remaining Gold winners went to campaigns for the Department of Health and for supermarket chains Sainsbury's and Waitrose.
Meanwhile, the prize for Best International campaign, along with a Silver award, went to JWT for its work with global bank HSBC.
You can browse a full list of all the available case studies from the 2010 IPA Effectiveness Awards on warc.com here.
Data sourced from IPA/Warc; additional content by Warc staff