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The East Yorkshire-based broadband provider scooped top prize in the Business To Consumer category for its Bigger Than Broadband campaign which included KCOM’s first ever TV advert.

KCOM, which worked alongside marketing agency Jaywing to create the campaign, was shortlisted alongside national campaigns from Greggs for its vegan steak bake launch, Soreen for its fruit malt loaf and Butcher’s dog food.

KCOM chief executive officer Dale Raneberg said: “I’m delighted that we’re bringing this award home to Hull and East Yorkshire.

“I’d like to congratulate our new marketing team for all the hard work they have put in to creating this fantastic campaign which is spearheading KCOM’s expansion beyond our traditional boundaries to new areas in East Yorkshire and North Lincolnshire.

“Bigger Than Broadband is a highly innovative campaign that required our new marketing team to work with colleagues right across our Retail division and showed how they have come together quickly to become an insightful and effective unit.

“Bigger Than Broadband does a great job of demonstrating KCOM is proudly local and committed to this region and its people. It’s also a great way for us to say thank you to the people of Hull, East Yorkshire and now North Lincolnshire for all their support during what has been a very challenging year for everyone.”

KCOM’s first ever TV advert aired this summer showing how real full fibre broadband is helping to keep friends, families and communities together during the coronavirus pandemic.

The minute-long advert celebrated the key workers and community champions across the region who have been at the forefront of the battle against Covid-19 and featured a host of local talent.

To give it real East Yorkshire flavour, the advert featured ordinary people from across the region including staff and pupils of Market Weighton School, who set up a production line producing vital PPE visors for frontline NHS staff.

It also featured a voiceover from homegrown star comedian Lucy Beaumont and music from the Hull Community Voices choir, which recorded a new version of the classic Housemartins hit Caravan of Love, for the soundtrack.

Since airing the TV advert, KCOM has also hosted a competition encouraging other local community groups to record their own version of the song.

Hull’s Beat Bus, which aims to raise aspiration and life opportunities of local youngsters through music, topped a public vote to choose the best version earlier this month, earning them £1,000 top prize to help them continue their work in the community.