Promoting our product

Our London on Tap campaign was launched to give Londoners the confidence to ask for tap water as an alternative to bottled brands while out for a meal or a drink.

The initiative promoted the quality of our tap water, and included a competition to find a design for a carafe in which it could be served. Backers included London Mayor Boris Johnson and celebrity chef Aldo Zilli.

Celebrity chef Aldo Zilli, seen here serving tap water in his restaurant, has backed our campaign.

The campaign won Business in the Community's Responsible Marketing and Innovation Award in July 2009, at the organisation's annual Awards for Excellence.

Roisin Donnelly, Marketing Director of Procter & Gamble and chair of the judges for the 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 and can positively influence consumers to switch to tap water, saving several tons of carbon dioxide to boot.'

The previous month, the campaign had been awarded a 'Big Tick' award by BiTC in its awards for responsible marketing.