The awards ceremony, presented by boxing guru Frank Maloney, kept its pugilist-inspired theme by awarding the Brand Connection-devised Waitrose campaign with a boxing belt to complement the £150,000 first prize, which will be used to host the campaign through online and press ads in the Telegraph.
Waitrose' winning campaign aimed to communicate the benefits of working with local food suppliers and the quality of fresh produce. Its advertorials and ads on local food suppliers won favour with the Telegraph panel, seeing off competition from 13 other shortlisted contenders.
Sarah Newton, Telegraph create sales director, said: "All of the finalists ideas were innovative and fitted with the Telegraph brand and audience. They all demonstrated a clever and relevant use of the range of Telegraph channels and fulfilled the campaign objectives.
"Waitrose took the first prize because in addition to providing the Telegraph with a true brand partnership, the campaign placed our readers at the heart of the idea -- it will be our readers that will bring the campaign to life in a truly engaging way."
Second place on the night was the charity We Are What We Do for its "We are what we do" campaign by co-founder Eugenie Harvey, in second place. Joint third was OMD UK's Carlsberg "Team Tetleygraph" and Danacol with "Rediscovering the heart of England" by Carat.
Launched in January, the Create Contest invited media agencies, creative agencies and clients to devise the most innovative marketing campaign for a company or brand using the Telegraph's various media platforms.
The other shortlisted entries were ZenithOptimedia and Twinings with "Putting the time back into teatime", Initiative and Orange with "The Orange Raccoon", MediaCom and Digital UK with "Digital UK and Telegraph get set for digital", and Feather Brooksbank with "Indago - never feel lost".
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