• by Nina Lentini  @Nina_Lentini, April 11, 2008

FreshWorks and 7-Eleven took home the coveted Super Reggie Award for its Simpsons Kwik-E-Mart campaign. In celebration of the 25th anniversary of the awards, they were presented on Wednesday with a 72-pound antique cash register.

The Simpsons Kwik-E-Mart campaign also won two Gold Reggie Awards and one Silver Reggie Award.

As "The Simpsons Movie" was headed to theaters as one of the last summer's most anticipated releases, FreshWorks partnered 7-Eleven with Fox Studios and Gracie Films to convert 12 stores into Kwik-E-Marts (a fictional convenience store from "The Simpsons").

"Each year, the PMA Reggie Awards honors some of the most creative, well-executed, results-driven integrated marketing campaigns," said Bonnie Carlson, president of the PMA. "FreshWorks and 7-Eleven delivered the largest-scale promotion to hit the convenience retail channel, and the first-ever, real-life Simpsons experience."

Other gold winners are:

National Consumer - Budget over $5 million: The Starter Wife Campaign (Client: USA Network; Agency: In-House)

National Consumer - Budget between $1 million and $5 million: Welcome to Stacy's (Client: Stacy's Pita Chip Company; Agency: TracyLocke)

National Consumer - Budget under $1 million: The Sopranos A&E Connection (Client: A&E Television Network; Agency: Civic Entertainment Group) Local, Regional Market - Budget over $1 million: 7-Eleven/Simpsons and Kwik-E-Mart (Client: 7-Eleven; Agency: FreshWorks)

Local, Regional Market - Budget under $1 million: Spider-Man Week in NYC (Client: Columbia Tristar Marketing Group; Agency: NYC & Company)

Multi-Partner Promotion - three or more partners (No budgetary parameters): The world is going yellow in celebration of the Simpsons movie (Client: 20th Century Fox; Agency: In-House)

Business-to-Business (includes trade promotion) (No budgetary parameters): Gatorade/ All-Stars VPI Program (Client: The Gatorade Company; Agency: TPN)

Multicultural/Ethnic (No budgetary parameters): Scott Dichonario (Client: Kimberly-Clark; Agency: MASS Hispanic Marketing)

Digital (No budgetary parameters): The Sopranos A&E Connection (Client: A&E Television Network; Agency: Civic Entertainment Group)

Cause/Community Outreach (No Budgetary parameters): Tide CleanStart Mobile Laundromat (Client: Procter & Gamble; Agency: Gigunda Group, Inc.)

Experiential Marketing - Budget under $1 million: Godiva "Decadence Goes Mobile" (Client: Godiva Chocolatier; Agency: Eastwest Marketing Group)

Experiential Marketing - Budget over $1 million: 7-Eleven/Simpsons and Kwik-E-Mart (Client: 7-Eleven; Agency: FreshWorks)

Shopper Marketing (No budgetary parameters): It's a "Tween Thing" at Toys "R" Us (Client: Disney Consumer Products; Agency: In-House)

Age Specific (No budgetary parameters): Rescuing Recess (Client: Cartoon Network; Agency: Arc Worldwide) and McDonald's Shrek (Client: McDonald's; Agency: Arc Worldwide)

Small Budget - Budget less than $100,000: Early Times Reel in a Million (Client: Brown Forman; Agency: PriceWeber)

New Product Launch (No budgetary parameters): GlaxoSmithKline alli Product Launch (Client: GlaxoSmithKline; Agency: Draftfcb Chicago)

Full campaign summaries available at pmalink.org/awards/default.asp?p=2008reggie_winners.