FORT LAUDERDALE, Fla. -- The hometown division of Fleming Cos., Oklahoma City, took home the top prize here at the National-American Wholesale Grocers' Association's 13th-annual ADMARK Awards ceremony.The awards, recognizing excellence in advertising by wholesalers, were presented here April 4 at NAWGA's annual Advertising and Sales Management Conference. Seventeen ADMARK awards were presented to winners in the 14 categories. Another 19 ads were recognized with merit awards.
ahoma City division winning the "Best of Show" accolade, Fleming took home the top prize for the second year in a row. The company's Memphis division was awarded Best of Show last year.
The winning ad was a multipage piece touting the price and selection at a new Megamarket in Oklahoma City. "MegaMarket Saves OKC Again," read the headline on the cover. "It's the Place. It's the Price" and "There's No Place Like It" were among the inside headlines. Also included were a host of four-color photographs highlighting areas in the store, particularly the fresh food departments.
BEST OF SHOW AND MULTIPAGE, PRICE AND ITEM AD (Tie)
"Megamarket Saves OKC Again"
Fleming Cos. -- Oklahoma City division
Judge's comment: "Megamarket truly lives up to its promise in this ad display of a mega section. When you open up this attractive spread, in full, four-color splendor, it does a terrific job of conveying the grandeur of the mega size of the selection of the store, and still reinforces the price points of the products."
IN-STORE PROMOTION
"Chiefs Chopper Fan Club"
Associated Wholesale Grocers, Kansas City, Kan.
Judge's comment: "This ad identifies and defines exactly what a promotion is, namely a 3-D extravaganza celebration during a promotional period of time. In this case, tying the team directly into a variety of things in-store, using a number of different collateral pieces to reinforce the tie-in back to the team, and using the lockers as points of sale, all work to create such a celebration."
COMPANY OR CORPORATE ANNUAL REPORT
"Roundy's Annual Report"
Roundy's, Pewaukee, Wis.
Judge's comment: "This annual report is very creative in terms of the actual production piece. Both the mapping of locations and the spread of foods is appealing. It has lots of color , makes good use of graphics and pictures, and it easy to read."
DIRECT MARKETING PROMOTION
"IGA Holiday Calendar" Supervalu -- West Coast grocery division, Tacoma, Wash.
Judge's comment: "This direct marketing promotion not only has highly usable coupons, it has a 12-month calendar, providing staying power for the home. Finally, the calendar and promotion are enhanced by a useful recipe on each page."
CREATIVE THEME SALE AD (Tie)
"Turn Back the Clock"
Roundy's, Pewaukee, Wis.
Judge's comment: "This ad ties the consumer into an event that's popular in the community, namely, baseball. It offers the baseball cards to the kids, and free admission to the game. Another advantage is that it continues the theme for six consecutive weeks."
PUBLIC SERVICE CAMPAIGN
"S.E.E.D. (Students Extra Educational Development) Program"
Supervalu -- Pittsburgh division, New Stanton, Pa.
Judge's comment: "A very creative and innovative campaign. It was selected because it involves various levels of effort and various groups, from the youngsters on up to people planning on going to college. It demonstrates a real effort on the part of the company to involve the community."
SINGLE-PAGE OR LESS PRICE & ITEM AD
"It's Good"
Fleming Cos. -- Lincoln Division, Lincoln, Neb.
Judge's comment: "Excellent tie-in; tying in Nebraska, the orange, the Orange Bowl, the price point. 'It's Good' is a strong headline. Said in only two words, it reinforces the price point and doesn't clutter up the ad. Clever, simple, direct and timely for this market."
PRINT AD SERIES
"Dog, Boot, Roast
and Asparagus"
Metro-Richelieu, Montreal
Judge's comment: "These ads are certainly unique, and will get read. They are very different from anything you would expect from a supermarket. It's consistent, but it's consistently eccentric, which means customers are going to recognize who it is."
CREATIVE USE OF A SINGLE DEPARTMENT
"Jubilee Foods Takes a Healthy Bite Out of Our Apple Prices." Fleming Cos. -- Buffalo division, Buffalo, N.Y.
Judge's comment: "This eye-catching ad combines the benefits of health consciousness with a featured price, thereby creating a well-recognized and desired value to the consumer."
CREATIVE USE OF COLOR
"Let It Rain"
Fleming Cos.
-- Oklahoma City division.
Judge's comment: "The combining of the reds with the bluish gray is excellent, especially the textured look. The whole concept of the ad, including the coupon which ties in with it at the bottom, is unique. Your eyes follow the ad naturally, the way the rain falls."
Multipage price and item ad (Tie)
"1994 Countdown to Savings"
Roundy's, Pewaukee, Wis.
Judge's comment: "This ad is all about enticements and continuity of purchase. Enticement in terms of the number of shopper options and the number of free items. Continuity of purchase is evident as well, as a chance each week to win $1,000 worth of groceries. This is an excellent vehicle for developing a data base, by capturing the customer's name and address."
NONPRICE IMAGE ADVERTISING
"Introducing Warsaw to Freshness"
Supervalu -- Food Marketing Division, Fort Wayne, Ind.
Judge's comment: "This ad achieves its objective of creating a nonprice image. The ad is complemented by concise explanations of the various departments and uses good value coupons to get consumers into the market."
COMPANY MARKETING PRESENTATION NAWGA (Tie)
"Basketball Jim Calhoun's Way" Bozzuto's, Cheshire, Conn.
Judge's comment: "It is exciting, brings people into the store, and addresses kids. They were also able to pick up some additional TV exposure as a result of it."
COMPANY MARKETING PRESENTATION (Tie)
"Charting Our Course"
Spartan Stores, Grand Rapids, Mich.
Judge's comment: "The whole idea of charting a course, including the planning process, the seminar, the map and the agenda, are really focused on trying to bring retailers on board."
CREATIVE THEME AD SALE (Tie)
Company marketing Presentation "Kids Week at Foodland"
T.R.A. Foods, Middleton, Nova Scotia
Judge's comment: "This ad, focusing on children, is particularly good because it really relates to kids with color and characters, yet it's defined so an adult can read it. It has icons the children know and it has pricing that moms can relate to."
RADIO AD "Pretty Priscilla"
Supervalu -- Pittsburgh division,
New Stanton, Pa.
Judge's comment: "This is a very likable and effective ad for a variety of reasons: the use of alliteration; it's easy to remember, and highly focused in terms of developing pictures. It literally brings radio to life."
TELEVISION AD "Bakery"
Kansas City, Kan., division of Fleming
Judge's comment: "It is a strong, direct comparison; makes good use of visuals and sound effects, mainly the bat hitting the frozen cake of the competitor."
NAWGA Merit Award Winners
CREATIVE USE OF A SINGLE DEPARTMENT
"Berry Classy"
Fleming Cos.
-- La Crosse division,
La Crosse, Wis.
"Foodland Pet Photo Contest"
T.R.A. Foods, Middleton, Nova Scotia
DIRECT MARKETING PROMOTION
"Taste of the Season"
Supervalu -- Pittsburgh division, New Stanton, Pa.
"Christmas Candy"
Supervalu -- Food marketing division, Fort Wayne, Ind.
CREATIVE USE OF COLOR
"Summertime Blues"
Fleming Cos. -- Minneapolis division, Minneapolis
NONPRICE IMAGE ADVERTISING
"Asparagus"
Metro-Richelieu, Montreal
"Your First Choice"
Roundy's, Pewaukee, Wis.
CREATIVE THEME SALE AD
"Old Dog, New Tricks"
Spartan Stores,
Grand Rapids, Mich.
PRINT AD SERIES
"Shine With an Industry Leader"
Spartan Stores, Grand Rapids, Mich.
"Talk, Talk"
Associated Wholesaler Grocers, Kansas City, Kan.
IN-STORE PROMOTION
"Taste of the Season Sign Kit"
Supervalu -- Pittsburgh division, New Stanton, Pa.
SINGLE-PAGE OR LESS PRICE & ITEM AD
"Let's Do Lunch"
Fleming Cos. -- La Crosse division, La Crosse, Wis.
"Best Deals Around"
Rainbow Foods, Hopkins, Minn.
COMPANY OR CORPORATE ANNUAL REPORT
"1993 Annual Report"
Associated Wholesale Grocers, Kansas City, Kan.
PUBLIC SERVICE CAMPAIGN
"MAAC Fund"
Roundy's, Pewaukee, Wis.
RADIO AD
"Billy Ray Bulk"
Fleming Cos. -- Oklahoma City division
"Flintstones -- Festival Foods"
Fleming Cos. -- Harrisburg division,
Harrisburg, Pa.
TELEVISION AD
"WNY Apples"
Fleming Cos. -- Buffalo division, Buffalo, N.Y.
"Butcher, Sprinkler, Coach, Snap, Packaging Date, Cheese, Bread, Wheel, Father & Son, Wrapper and Private Label"
