PAUL HANCOCK

Within months of this campaign launching in 2007, Morrisons had become the fastest growing supermarket in the country. It won Marketing Magazine's 'Adwatch Campaign of the Year' in 2008, and was voted Campaign of the Year in the 2008 Retail Week Awards. It also helped Morrisons to a unique triple crown: 'Grocer of the Year', 'Supermarket of the Year', and 'Retailer of the Year'. During the three years we oversaw the campaign, Morrisons also won the 'battle for Christmas' every year, beating all the other major supermarkets. At the 2009 IPA Effectiveness Awards, Morrisons won three: Gold, 'Best Integration' and the overall Grand Prix. The campaign was also 2nd in the 2009 'Adwatch' charts - and top in 2010, with the Christmas ad being the most recalled commercial of the year.