This story was first published on Campaign.

PHD UK reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury’s Christmas campaign.

“Sharing the gift of reading at Christmas” also yielded golds for PHD in the agency media idea (large) and large collaboration categories.

With creative by PHD’s Omnicom stablemate Abbott Mead Vickers BBDO, Sainsbury’s collaborated with author Judith Kerr to produce Mog’s Christmas Calamity, a book about sharing that was sold in Sainsbury’s and raised £1.6m for Save the Children’s UK literacy fund.

Alongside a long-form ad, a paid social campaign was used to maximise online views. Mog’s Christmas Calamity was the bestselling book in the UK for four weeks, while Sainsbury’s was the only major supermarket to increase its market share year on year.

PHD UK also won a gold in the research insight category, again for Sainsbury’s, for its Mother’s Day campaign “Mum’s the word” which encouraged fathers to make a special pancake on Mother’s Day. The campaign resulted in a 15% increase in sales own-brand jam.

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