NEW YORK: Moms Demand Action for Gun Sense in America won the Grand Effie at the 2016 North American Effie Awards for "Groceries not guns", a campaign developed by agency Grey Canada.

The North American Effie Awards – which date back to 1968 – seek to honour the "most effective marketing efforts of the year" from the United States and Canada.

Moms Demand Action for Gun Sense in America carried off the top prize for an initiative aimed at encouraging Kroger, the grocery chain, to prohibit the open carrying of firearms in its stores.

This program's mission was encapsulated by an eye-catching television spot showing that Kroger was happier to allow unconcealed guns in its stores than skateboards or dogs.

Other tactics involved asking consumers to sign petitions, make complaint calls to the retailer and upload receipts from purchases they had made at rival chains in protest at Kroger's gun policy.

A total of 122 winners were recognised in a wide range of product, service and speciality categories – as well as the Health Effies and Media Effies – at the North American Effie Awards Gala, which was held last night in New York. Warc subscribers can access a selection of the winning entries here.

This list included Flonase Allergy Relief, an over-the-counter version of GlaxoSmithKline's allergy brand, which took Gold in the New Product/Service Introduction category.

Elsewhere, "Love Has No Labels" – a program from the Ad Council and agency R/GA that challenged often unacknowledged biases surrounding gender and sexuality – scooped a Silver in the Good Works/Non-profit category.

Target's "#MoreMusic", which turned a four-minute ad break during the GRAMMY Awards into a live music performance, claimed a Silver in the Media Idea contest, and Bronze in the Brand Content and Media Innovation – Existing Channel track.

Some select further winners were auto marque Lincoln's brand reinvention (Silver, Automotive/Vehicles), Sour Patch Kids introducing an exclusive Slurpee drink with retailer 7-Eleven (Silver, Shopper Experience) and Snickers' long-running "You're Not You When You're Hungry" campaign (Bronze, Sustained Success).

The Grand Effie judging panel featured numerous senior agency executives, such as Wendy Clark, CEO of DDB North America, Carla Serrano, CEO of Publicis New York, and Lisa Sepulveda, Chief Client Officer at Edelman

Among the judges from the client-side were Rodney Williams, CMO/EVP at Moët Hennessy North America, Chris Curtin, Chief Brand/Innovation Marketing Officer at Visa, and Ram Krishnan, SVP/General Manager at PepsiCo.

Data sourced from Effie; additional content by Warc staff