The promotion saw off competition from Comet and Virgin Media. It consisted of a full-colour leaflet with coupons allowing money off the product. The campaign was targeted at consumers that had previously favoured rival brands.

Members of the DMA’s Door Drop Council, drawn from a cross-section of brands in the sector, judged the entries. The success of this one-off award has already led to the reintroduction of a specialist door drop category within the 2009 DMA Awards.

Mark Davies, chairman of the DMA’s Forum for the Future working party, said: "We received an exceptional crop of entries, but BD’s campaign for Lurpak truly stood out from a strategic, creative and above industry standard results perspective. This shows that quality, creativity and innovation is driving the sector and gives us great hope that it will continue to develop across broader areas."

Louise Hodgson, senior account manager at BD, added: It’s great to see door drops gaining recognition for the impressive penetration and retention figures that a truly crafted, targeted and innovative campaign can deliver. BD has executed successful DTD campaigns across many sectors and brands within the FMCG arena – and particularly with Arla in the past ten years – but it’s always a pleasure to have efforts rewarded by peers and industry alike."

The DMA Door Drop Awards were launched last October to showcase the most effective use of door-drop campaigns.