Mediaedge:cia (MEC) wins IPA Effectiveness Grand Prix

The WPP agency scooped the Grand Prix, a Gold Award, a special prize of ‘Best Integration' and ‘Effectiveness Company of the Year' for its ‘Let's Grow' advertising campaign for Morrisons.

The campaign was said to have transformed children's understanding of fresh produce and has been integrated into the national curriculum, in addition to boosting Morrison's profits.

Fronted by celebrity gardener Diarmuid Gavin, MEC's work included creating a community engagement programme via a voucher redemption scheme that provided schools with gardening equipment and seeds, to encourage children to grow their own vegetables.

A partnership programme with 85% of primary schools, in which Government and charities got involved, was followed by activity in TV, print and direct marketing.

Andy Nairn, executive planning director of Miles Calcraft Briginshaw Duffy and convenor of the IPA judges, said of MEC's achievement: "Hopefully this will encourage further media agencies to take part in this prestigious competition and be rewarded for their hard work."

In its first year, 39 million vouchers have been redeemed and the campaign has generated payback of £21.57 per every £1 spent.

Other media activity included a bespoke ‘Let's Grow' website, in-store posters and leaflets, a direct mail campaign to 10,000 schools, giant banners, and gardening sessions for school children using Morrisons' produce.

Elsewhere, McCann Erickson Communications House (Manchester) was awarded the special prize of ‘Best Media' and a Bronze Award, and Total Media won a Bronze Award for its campaign with Maximuscle.

Red Bee Media and UKTV were also awarded a bronze for their campaign to rebrand UKTV Documentary and UKTV People into two new brands, Eden and Blighty.