7 July 2009

London On Tap aims to give Londoners the confidence to ask for tap water as an alternative to pricier, less green bottled brands while out for a meal or a drink by promoting Thames tap water's quality, which is the best of any UK water and sewerage firm, according to official figures published last week.

The campaign beat marketing campaigns by Cadbury's, Camelot Group, Marks and Spencer, United Utilities and Co-op Financial Services to land the top prize - National Example of Excellence.

HRH The Prince of Wales presented Thames Water Chief Executive David Owens with the Procter & Gamble (P&G) Responsible Marketing and Innovation Award at the annual Business in the Community (BITC) Awards for Excellence at Clarence House. Prince Charles is president of BITC.

London On Tap, launched in February 2008, was backed from the outset by London Mayor Boris Johnson and celebrity chef Aldo Zilli. The campaign's supporters now number many top London restaurants, bars and hotels, environmental groups, even the House of Lords. Copycat campaigns are now being replicated across Europe.

Roisin Donnelly, Marketing Director of P&G and Chair of judges for the Responsible Marketing Award said:

"The Thames Water London on Tap Campaign clearly demonstrates how a strategic and creative consumer facing campaign - centred on a competition to design an iconic water carafe, can positively influence consumers to switch to tap water - saving several tons of carbon dioxide to boot.

"Although not a traditional consumer facing industry, Thames Water has shown an ability to connect to consumers and develop a strong brand presence across London, which has since been replicated across Europe. This initiative illustrates how a marketing campaign can be used to positively influence consumer behaviour whilst building the reputation of an organisation."

This award comes after the Drinking Water Inspectorate (DWI) announced its annual water quality report on 2 July. The report said that in 2008 Thames tap water was 99.99 per cent compliant with national and European standards, the company's best-ever performance.

David Owens, Chief Executive of Thames Water said:

"We're really pleased to receive this award - not only for all those involved in the campaign but for our fantastic team of employees who work day and night to ensure that Londoners can be proud of their tap water.

"The quality of our water is now the best it has ever been and among the best in the world. London On Tap's purpose was to ensure Londoners, when they're out for a meal or a drink, have the confidence to enjoy this great-tasting, value for money. Our carafe for London, 'Tap Top', which is now on sale, is helping us to do just that.

"The campaign has been a real success and during the past year we've seen a real change in consumers' behaviour as they have become more confident about asking for tap water. It's a real achievement that Londoners now recognise they have a choice about what they drink."

Campaign supporter, Mayor Boris Johnson said:

"I congratulate the London on Tap campaign on receiving this prestigious award. The innovative carafe helps tap water to hold its own in bars and restaurants across the capital against expensive, bottled water which though sometimes necessary, should always be a second choice for everyone."

The P&G Responsible Marketing & Innovation Award is awarded to a company that has addressed opportunities or concerns around its products or services through responsible marketing and innovation, and by so doing, has achieved a positive impact on society.