Tesco's ad campaign starring Jane Horrocks and Prunella Scales has won the Institute of Advertising Practitioners' Grand Prix award for advertising effectiveness. The awards aim to define the link between advertising and results and to prove how advertising contributes to business success. Judges noted: "Through its instrumental role in transforming Tesco's brand image, the campaign contributed an extra £130m, to Tesco's bottom line." Fmcg brands also put in a good showing. A five-star award went to Stella Artois, four star awards went to the Co-op, Lurpak, Felix, Pampers and Surf, and three star awards to Dairylea, Kellogg's Nutri-Grain and Terry's Chocolate Orange. {{NEWS }}