The marketing industry is rewarded at this year’s GRAMIAs for standing up for itself during tough times

The food and health debate was top of the agenda at The Grocery Advertising Marketing Industry Awards (GRAMIAs) organised by The Grocer and held at The Room by the River on the South Bank, London, last week.
High on the agenda was the message to the marketing community, which was urged to be bold at a time when it was under increased pressure from government and lobby groups.
Jim Thornton, Leo Burnett’s executive creative director and chairman of the GRAMIA judging panel, opened the Unilever-sponsored event with a speech in which he slammed the confusion surrounding the food and health debate - with much of the hysteria being fuelled by the media.
“I’m often asked by people outside the business what we advertise, to which my stock response is, ‘If you can eat it and the health lobby and the Daily Mail think it is bad for you, then we advertise it’,” he said.
Thornton praised the quality of the work entered into this year’s GRAMIAs, which was the 11th time the awards have been run.
He said the entries showed that the industry was “doing a fantastic job of standing up for itself, of reminding people that not all processed food is bad for you and why we loved these brands in the first place”. However, he warned that creativity was not enough and, as the recent threats of legislation were hanging over the industry, he said that “this is the time to be bold, to innovate and reinvent”.
There was a record number of entries to the 10 media categories that make up the GRAMIA Creative Awards (TV/Cinema, Outdoor, National Press, Trade Press, Recruitment, Direct Marketing, PR, Packaging and Design, Non-Traditional Media and Radio).
And the judges were highly impressed by the quality of what they saw.
Winning agencies included Lowe London, for its Hellmann’s National Press campaign, which the judges praised as powerful, simple and memorable; and Leo Burnett with its Outdoor campaign for HJ Heinz’s Spider-Man Pasta. Bartle Bogle Hegarty’s campaign for Ginsters won in the radio category; and Mercieca scored a hat-trick as it cleared up in the trade category, winning all four GRAMIAs, the Golden GRAMIA and also the Judges’ Special Award for its campaign for SCA packaging.
With such high-quality entries, the competition to take the crowns in the Agency of the Year Awards was fierce.
Among the winners were: Leo Burnett for consumer agency of the year; Mercieca Communications continued its run of success by scooping trade agency of the year; the PR agency title went to Nexus Communications; the non-traditional media agency prize was won by Swamp; the direct marketing agency title was collected by EHS Brann Cirencester; packaging agency was received by Landor Associates; recruitment agency was awarded to And Advertising; and service and field marketing agency went to victors FDS Field Marketing.

Agency Awards
Consumer agency
Leo Burnett
Recruitment agency
And Advertising
Direct Marketing agency
EHS Brann Cirencester
PR agency
Service & field marketing agency
FDS field marketing
Non-traditional media agency
Trade agency
Mercieca Communications
Packaging agency
Landor Associates

Golden GRAMIA Winners
Trade Press, sponsored by The Grocer
Campaign: Animal
Brand: SCA
Company: SCA Packaging
Agency: Mercieca Communications
Packaging, sponsored by Zig-Zag
Campaign: Waitrose Cook’s Ingredients Brand: Waitrose Cook’s
Company: Waitrose
Agency: Lewis Moberly
National Press, sponsored by Pall-Ex
Campaign: Skinny
Brand: Hellmann’s
Company: Unilever UK Foods
Agency: Lowe London
Outdoor, sponsored by Primesight
Campaign: Cupboard
Brand: Spider-Man Pasta
Company: HJ Heinz
Agency: Leo Burnett London
PR, sponsored by Danone
Campaign: Sainsbury’s Active Kids
Brand: Sainsbury’s Active Kids
Company: Sainsbury
Radio, sponsored by Food & Drink Expo 2006
Campaign: Real Honest Ingredients
Brand: Ginsters
Company: Ginsters
Agency: Bartle Bogle Hegarty
Recruitment, sponsored by Grocer Jobs+
Campaign: Escape Sign
Brand: JD Wetherspoon
Company: JD Wetherspoon
Agency: And Advertising
Direct Marketing, sponsored by fds field marketing
Campaign: Heinz Baby Food
Brand: Heinz Baby Food
Company: HJ Heinz
Agency: EHS Brann Cirencester
Non-traditional media, sponsored by RH Amar
Campaign: WKD
Brand: WKD
Company: Beverage
Brands Agency: Fuse Digital
TV and Cinema, sponsored by Pearl & Dean
Campaign: Guinea Pig, Mouse Trap, Hawks, Doggy, Dunk, Picnic & Sink
Brand: Tomato Ketchup
Company: HJ Heinz
Agency: Leo Burnett London