Morrisons takes top honours at IPA Awards

10 November 2009

LONDON: Morrisons, the supermarket chain, won the Grand Prix at the 2009 IPA Effectiveness Awards last night, for a campaign, developed in conjunction with Mediaedge:cia, encouraging teachers and children to grow their own food in schools.

A total of three Gold Awards were distributed at the annual event, which was held in London, and aimed to "reward campaigns that demonstrate the payback of marketing communications." (To view all the winning papers from the 2009 IPA Effectiveness Awards, click here. To view all the case studies from this year's Awards, click here.)

Three further brands received Silver Awards, with ten Bronzes and seven Special Prizes also given out to the best communications efforts from UK agencies, media owners and clients, with the prerequisite that the marketing budget in each case must be under £2.5 million ($4.2m; €2.8m).

Following on from a successful relaunch campaign in 2007, Morrisons' Let's Grow initiative centred around a voucher redemption scheme, with shoppers able to exchange coupons in its stores for gardening equipment and seeds for schools.

In the first year of the programme alone, 85% of primary schools in the UK signed up to take part, with a total of 39 million vouchers being claimed by consumers, and a payback of £21.57 generated for every £1 spent.

Halifax, the bank, also took Gold for its success, in partnership with DLKW, in maintaining the number of new university students opting to open one of its current accounts, despite having just half the amount to spend on marketing support compared with the previous year.

To reach this audience, 80% of the media budget was shifted online, while the creative, based on the tagline "Be smarter with your money", employed a tongue-in-cheek film exaggerating the things students have do to finance their studies.

The return on investment from this strategy reached £2.36 for every pound invested, at a time when the financial services sector was under heavy pressure in the credit crunch.

Transport for London, and its agency, WCRS, were handed the final Gold for their Cycling Safety platform, which had a budget of just £600,000, but cut the number of cyclists killed on London's roads by a third.

Rather than attempting to cast blame for accidents on drivers, a test was devised which showed motorists just how easy it was to miss the presence of cyclists while at the wheel.

Overall, 13 million people took the test, generating a saving of £2.3m in human and administrative costs, or an estimated payback of 3.66:1.

Among the Silver winners were Grey London and the British Heart Foundation, which wanted to tackle rising obesity levels among children in Britain.

To do so, an educational online game, Yoobot, was produced, allowing children to experiment with the future health effects of a bad diet. It recorded a total of over one million users, with 78% of this group saying they have since improved their eating habits.

Knorr, the stock brand owned by Unilever, received the same accolade for the launch of its new Stock Pot, which faced the challenge of encouraging customers to trade-up without cannibalising other offerings in the company's range.

To do so, it treated the Stock Pot as food rather than a recipe ingredient, and relied

Data sourced from IPA; additional content by Warc staff