What do the chefs Daniel Boulud, Alain Ducasse, Paul Liebrandt and Michael White have in common, besides global reputations? How ‘bout: making free meals in food trucks around New York. Those who found ‘em, feasted!

Mother created a TV campaign featuring three characters: Liz, Ron and Ted who find themselves staying in the know through NBCNewYork.com.

In 2009, Mother New York and NBC held a series of groundbreaking integrated events in secret, unexpected locations.

The Golden Local Award, created by NBC and Mother, has been universally embraced. New York City Mayor Michael Bloomberg loves it, so do Chicago White Sox fans.