At the third annual Sunday Times Marketing Excellence Awards, which took place at Avusa House on 26 February 2009, Pep Stores together with Zoom Advertising walked away with two awards for the retailer's repositioning campaign. A gold medal was awarded in the category 'Brand Marketing Campaign of the Year', with the overall Grand Prix prize presented for the retailer's campaign in popular TV series, Generations. The campaign saw Pep written into the show's storyline, which culminated in the first flighting of the actual brand TV commercial. The new brand identity was then revealed in every store nationally the next day. These accolades join the list of awards collected for the Generations campaign, including a Gold at the 2008 Roger Garlick Media Innovation Awards.
