Walkers' drive to increase the proportion of crisps eaten with sandwiches stood out in a strong category. The brand sought to keep the snack front of mind at lunchtime, and to encourage retailers to place crisps next to their sandwich ranges.
The campaign launched under the premise that Walkers could make any sandwich more exciting - even the town of Sandwich in Kent.
A series of surprise events over a three-day period involved celebrities such as JLS, Marco Pierre White and Pamela Anderson descending on the town, while the inhabitants' reactions were filmed.
Editorial content was rapidly distributed to TV, print and online media, while a social media team fuelled and responded to conversations.
Walkers also used paid-for rich-media display to boost the reach of its videos, while the celebrities involved pointed Twitter fans toward a dedicated YouTube content hub where they could watch them in action.
This channel became the most popular sponsored channel on YouTube during March 2010, with 1.7m complete video views. Retailers responded by activating 10,000 new meal deals as a result of the campaign.
Walkers achieved a 26% rise in sales, beating its target of 15%. This was 'the killer stat', according to judges, particularly against a background of segment decline in 2009.
'They managed to create real buzz on Facebook and in PR,' said one judge.
HIGHLY COMMENDED
McDonald's (Agency: The Marketing Store)
Judges highlighted McDonald's 'Easy Win Monopoly' as a great example of 'how you pull a team together from the supply chain to in-store'. The promotion was an enormous operation, running across 1200 outlets and supported by a heavyweight above-the-line campaign across TV, press and outdoor.
The complex promotion encompassed numerous interdependent activities running concurrently, including 36m prizes, 108m game pieces, 105m pieces of packaging and £1000 up for grabs every hour online.
The work had multiple aims: building sales, increasing brand awareness and engagement, and boosting competitive share and high-street standout.
It achieved them all and, as a result, 2010 sales exceeded expectations. The judges said: 'A good story of everyone in the organisation pulling in one direction and delivering.'
Also shortlisted for 360 degs marketing: BBC, The BBC's 2010 general election campaign; Cadbury, Spots V Stripes; Coca-Cola, Schweppes & Diageo