LAKE TAHOE, Nev. -- Wholesalers are getting fresh in their advertising campaigns these days -- and are reaping rewards for their efforts.
Admark Awards ceremony.
The awards, recognizing excellence in advertising by wholesalers, were presented here April 16 during NAWGA's annual marketing conference. A total of 15 Admark awards were presented across 16 categories. Four of those awards went to ads that focused specifically on fresh foods.
Another 19 ads were recognized with merit awards. In two categories, in-store promotion and public service campaign, no Admarks or merit awards were distributed. In addition, no Admark was awarded in the item/price radio spot bracket, and no merit winners were named in the company marketing presentation to consumers and item/price television spot divisions. Some categories awarded more than one Admark.
Approximately 210 entries were received throughout the competition's 16 categories. These awards recognize advertising run in 1995. Judging was conducted by a panel representing the media, advertising agencies and consumer and supermarket interests.
The Admark winners whose entries focused on fresh are featured below. The balance of the winners can be found in the Center Store section, starting on Page 82.
CREATIVE THEME SALE AD (FRESH) "New York State Apples" Fleming Cos., Buffalo, N.Y., division
Judge's comment: "Their theme is definitely apples. They're playing on 'an apple a day.' They show seven apples, each a different variety. They also include information about each variety as to its various characteristics."
USE OF A SINGLE DEPARTMENT (FRESH) "Our Perfect Potatoes" Fleming Cos., Buffalo, N.Y., division
Judge's comment: "I like how much information is provided and how cleanly and simply it's presented. I think your eyes travel from the most important [aspect] through the rest of the ad in a very systematic way. You immediately get what the ad is about."
SINGLE PAGE/ITEM AD (FRESH) "Fresh, Fresh, Fresh, Your Choice!" Spartan Stores, Grand Rapids, Mich.
Judge's comment: "The ad presents a variety of different melons. They look good; they have some information and a description about the melons and a big headline reads '49 cents.' There is really good use of all the components in the ad."
ITEM/PRICE TELEVISION SPOT "Idaho Potatoes -- Jubilee Foods" Fleming Cos., Buffalo, N.Y., division
Judge's comment: "The whole ad was just potatoes, unlike many of the other ads. It didn't have a trailer with loads of other products that make no sense with the ad. They showed the potato in all forms of preparation, from the raw potatoes to the finished potato, with all the various accoutrements associated with it."