Sainsbury's Jamie Oliver campaign and Walkers' Gary Lineker ad series topped the list of the most effective campaigns in the annual Advertising Effectiveness Awards organised by the Institute of Practitioners in Advertising.
Sainsbury's two-year-old, £41m campaign starring the TV chef is estimated to have generated £200m of Sainsbury's £535m profits during the past two years, while Walkers' decade-long depiction of Mr Nice Guy Lineker as a crisp-stealing baddie is said to have increased sales by £60m.
Sainsbury has renewed its deal with Oliver until at least next summer. "Jamie appeals to a range of people, makes food accessible and takes the fear factor away. We believe no-one else could have done this for us," said a spokesman.
Bridget Angear of Abbott Mead Vickers BBDO, the ad agency behind both campaigns, said choosing the right person was the key.