Musgrave Budgens Londis' sponsorship of British Food Fortnight 2006 was deemed a "unanimous win" by the judges. Events included local produce samplings, 'Design a Chef's Hat' competitions and in-store promotions, and helped boost footfall in Budgens and Londis stores by 25% and sales of products offered for tastings by 50%. The judges agreed that the initiative was well executed and enhanced the messages of local community, provenance and total family engagement.