Our strong shortlist impressed judges, with The Co-operative Group's ban of MSG and Tesco's Kitchen Cupboard Guarantee both achieving high praise. But Sainsbury's Active Kids wowed them most. A year from launch it has proved a comprehensive and well-executed idea that is delivering commercial benefits. The customer-focused campaign stole a march on rivals by addressing child obesity and declining exercise among kids. Judges liked the staff engagement, leadership and implementation at every contact point.