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.
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