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Supervalu Names Master Marketers of 2018
Independents recognized at wholesaler's National Expo for creativity, consistency. Independents were recognized at the wholesaler's National Expo for creativity and consistency.
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Independents were recognized at the wholesaler's National Expo for creativity and consistency.Photograph courtesy of Supervalu
Miner’s Super One Markets, a family-owned and -operated grocer with 30 stores across Minnesota, Wisconsin and the upper peninsula of Michigan, took the title of 2018 Grand Master Marketer at Supervalu's Master Marketer competition, which recognizes exceptional marketing efforts from independent grocery retailers served by the wholesale distributor.
Recognized for overall consistent performance, Miner's Super One won a $25,000 grant from the Supervalu Foundation payable to its charity of choice for the honor, which was presented at the wholesaler's Expo last month in St. Paul, Minn.
Dick’s Fresh Market, River Falls, Wis., was named Master Marketer among stores of less than 30,000 square feet; and Dorothy Lane Market, Dayton, Ohio, took the same honors for stores of greater than 30,000 square feet.
Additionally, a mobile app developed expressly for Supervalu's National Expo was used to poll attendees and select the Master Marketer People’s Choice Award, which allowed eight nominees a second chance at being recognized for their submitted TV spot. Newport Avenue Market, Bend, Ore., came in first with 26% of the vote.
Mike Stigers, Supervalu EVP, wholesale, said that over the past five years, the winning retailers have "demonstrated their unique capabilities and creativity in building and executing strong and successful marketing and merchandising programs around the country."
More than 450 marketing programs were submitted for the award and were judged based on the "creativity, clarity and effectiveness" of their marketing efforts. Entries were evaluated by professors and grad students from the University of Minnesota, Twin Cities and California Polytechnic State University located in San Luis Obispo, Calif.
“We received a number of strong entries this year, showcasing many new and exciting ways that independent grocers are engaging their customers to stay relevant in a very competitive marketplace," Stigers said.
The full list of store winners by category are as follows:
Stores 30,000 square feet and smaller
Center Store Department – Gary & Leo’s Fresh Foods IGA, Conrad, Mont.
Extra Effort Advertising – Cardiff Seaside Market, Cardiff, Calif.
Fresh Department – Geresbeck's Food Market, Baltimore, Md.
Grand Opening/Anniversary – Tatsuda's IGA Fresh Market, Ketchikan, Alaska
Industry Promotion – Chris’ Food Center, Pine City, Minn.
Private Brands – Beyars Market, Staten Island, N.Y.
Public Service/Community – Mariana's Supermarkets, Las Vegas
Radio Spots – Mayo Thriftway, Mayo, Fla.
TV Commercials – Newport Avenue Market, Bend, Ore.
Website/Social Media – Dick’s Fresh Market, River Falls, Wis.
Tier 1 Master Marketer – Dick’s Fresh Market, River Falls, Wis.
Stores larger than 30,000 square feet
Center Store Department – Karns Quality Foods, Mechanicsburg, Pa.
Extra Effort Advertising – Harvest Market, Champaign, Ill.
Fresh Department – Dorothy Lane Market, Dayton, Ohio
Grand Opening/Anniversary – Jerry’s Foods, Eden Prairie, Minn.
Industry Promotion – Chris’ Food Center, Sandstone, Minn.
Private Brands – Shoppers Value Foods, Alma, Ark.
Public Service/Community – Graceway Trading Ltd., Providenciales, Turks and Caicos
Radio Spots – Dissmore’s IGA Plus, Pullman, Wash.
TV Commercials – Food Depot, Jackson, Miss.
Website/Social Media – Dissmore’s IGA Plus, Pullman, Wash.
Tier 2 Master Marketer – Dorothy Lane Market, Dayton, Ohio
Store groups with five or more locations
Center Store Department – Karns Quality Foods, Mechanicsburg, Pa.
Extra Effort Advertising – Miller's Markets, LaGrange, Ind.
Fresh Department – Bristol Farms, Carson, Calif.
Grand Opening/Anniversary – Vallarta Supermarkets, Sylmar, Calif.
Industry Promotion – Foster’s Food Fair IGA, Grand Cayman, Cayman Islands
Private Brands – Sentry Foods, southeastern and central Wisconsin
Public Service/Community – Shop ‘n Save, Pittsburgh
Radio Spots – Food Depot, Stockbridge, Ga.
TV Commercials – Super One Foods, Hermantown, Minn.
Website/Social Media – County Market, Quincy, Ill.
Tier 3 Master Marketer – Super One Foods, Hermantown, Minn.
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