News 1294 views last update:Jun 29, 2009

BPEX: Pigs are worth it campaign wins award

The 'Pigs Are Worth It!' campaign for the public body representing pig farmers in England (BPEX) has won the Best PR-led Integrated Campaign Award. The creative campaign succeeded in encouraging supermarkets to raise the price of pork paid to farmers in crisis, aiding the British pig industry.

"It is hard to accurately gauge the overall financial impact of the campaign on the pig industry. But a spend measured in six figures made a huge contribution to pig farmers, helping prevent millions upon millions of pounds of losses. This success was due to the combined skills and experience of all our agencies and a truly integrated approach," said Chris Lamb, consumer marketing manager, BPEX.

"The Cannes Lions Festival recognising public relations excellence for the first time is a great step forward for PR professionals and we are delighted to be part of this first ever Cannes Lions public relations win", said Colin Byrne, CEO, Weber Shandwick UK & Europe.

"This campaign demonstrated what can be achieved with an integrated approach to public relations. The whole truly was much greater than the sum of the parts. We are delighted that Cannes judges recognised the quality and results of the campaign," said Teresa-Ann Dunleavy, managing director of Good Relations.

In its first year, the PR category received 431 entries from around the world. From a shortlist of 37, the jury chose to award 17 PR Lions. The 56th International Advertising Festival - Cannes Lions – is being held from 21-27 June 2009. It is the largest gathering of worldwide advertising professionals and advertisers.

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