A life-sized pie of international rugby player of the year, Shane Williams, who plays for Wales, has been named as one of the best PR campaigns of the year by the Chartered Institute of Public Relations.

The Shane pie was launched at the Millennium Stadium in February 2009 in the week leading up to the Wales vs England game in the RBS Six Nations. It toured the media and supermarkets in Wales throughout the championship.

The win put Peter’s Food Services in the news, with the judges describing the campaign as creative and engaging. The agency behind the initiative was Vibe in Cardiff.

The CIPR judges said: “This was a fantastic campaign that maintained strong client branding throughout, while captivating the media and generating strong press coverage.”