It’s been a tough year for agencies but this did not prevent them from entering in their droves for this year’s Grocery Advertising and Marketing Industry Awards (GRAMIAs). In fact, 2003 proved to be a record year for the number of entries, with the judges looking at 1,000 different media executions.
The awards,organised by The Grocer publisher William Reed and sponsored overall by The Media Vehicle, recognise creative excellence across a range of media, including packaging, non-traditional media, TV & cinema, trade press and radio. They also reward the leading agencies. We showcase the creative winners below.
At this week’s gala dinner at the London Hilton in Park Lane, four winners were announced in each of the 10 creative categories, with the top award - the Golden Gramia - being presented to the overall category winner. Eight agencies were also awarded Golden Gramias.
“It is no secret that the communications industry has had a tough couple of years,” said chairman of the judging panel Bruce Haines, group chief executive of Leo Burnett.
“So the judges were pleasantly surprised to see the overall standard had not dropped from previous years. There was excellent work in every category and every media.”
Non-traditional media, sponsored by The Media Vehicle
Gold winner: Durex
Created by Brand New Media for SSL Intl
Durex beat Tennent’s lager, M&S and Banrock Station Experience to win the non-traditional award. It was praised for using a clever way of sharing information and showing a strong link with the brand’s global approach.
Radio, sponsored by Newsagents Radio
Gold winner: Ginsters
Created by Bartle Bogle Hegarty for Ginsters
A unanimous gold winner, the Ginsters radio commercial was described by the judging team as head and shoulders above the rest. It beat Nivea for Men, Kit Kat and Heineken to take the top award.
Recruitment media, sponsored by Grocer Jobs
Gold winner: Prêt à Manger
Created by And Advertising for Prêt à Manger
Prêt à Manger ran off with the gold award after beating recruitment campaigns from Sainsbury’ (Fresher Thinking), Levi Strauss and Selfridges.
Packaging and design, sponsored by SCA Packaging
Gold winner: Eden (Thorntons)
Created by Brewer Riddiford for Thorntons
The judges thought the Eden packaging was a truly innovative design, resulting in it pipping Pampers, Merrydown and Heineken for the Golden award
National Press, sponsored by Financial Times
Gold winner: Weetabix
Created by Banks Hoggin’s O’Shea for Weetabix
Banks Hoggin’s O’Shea, gold winner last year in this category for Waitrose, took the top accolade this time for its press advertisement for Weetabix. The others in its category were Heinz Tomato Ketchup, VEET and Waitrose.
Direct Marketing, sponsored by Hot Shot Beverages
Gold winner: Persil
Created by Proximity for Lever Fabergé
Persil walked away with the Gold award in the direct marketing category for a piece created
by Proximity, which was also a winner for its Whiskers creative for Masterfoods. Pampers and James Murphy Photography also received GRAMIAs.
Outdoor media, sponsored by Viacom Outdoor
Gold winner: Yorkie
Created by J Walter Thompson for Nestle Rowntree
This was a really impressive category with strong messages from all the winners in their outdoor media campaigns. It was a hard choice for the judges, but Yorkie beat Smarties, Ginsters and Carling Extra Gold to the top spot.
Public Relations, sponsored by William Reed Food & Drink Expo
Gold Winner: Heineken
Created by PiranhaKid Communications for Heineken
Heineken beat off strong competition to take the top spot in the public relations category. Close behind were fellow GRAMIA winners Cadbury Trebor Bassett for Commonwealth Games, Florette and Wrigley’s.
Trade Press, sponsored by The Grocer
Gold winner: Danish
Created by WCRS for Danish Bacon & Meat Council
The judges thought the winner showed a great example of how to apply consumer principles to trade advertising. The Danis advertisement was described as “intelligent and impressive” and hence beat Bakehouse and Hamlet to the top accolade.
TV & Cinema, sponsored by William Reed
Winner: John Smith’s
Created byTBWA/London for Scottish Courage
The gold winner demonstrated effective use of the medium and was called “truly memorable” by the judges. It fought off Daz, John West and Irn-Bru to take the Gold GRAMIA.