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National Grocers Association unveils 2022 Creative Choice Award winners
Marketing/merchandising honors go to 14 independent grocers
Russell Redman
February 15, 2022
2 Min Read
Roche Bros landed an NGA Creative Choice Award this year for its 'Football Food Fun' campaign.Roche Bros
The National Grocers Association (NGA) gave kudos to top marketing and merchandising programs by independent grocers in announcing the winners of its 2022 Creative Choice Awards.
Washington, D.C.-based NGA said yesterday that 14 independent supermarket operators — classified in groups of one to 15 stores and more than 15 stores — will take home 16 awards across eight categories, as well as two special mentions. The Creative Choice Awards honor the independent grocery sector’s best marketing and merchandising campaigns based on creativity, clarity, innovation and effectiveness, the association said.
Winners of the 2022 NGA Creative Choice Awards, sponsored by Kellogg Co. and Unilever, will be recognized at The NGA Show 2022, to be held Feb. 27 to March 1 at the Caesars Forum Convention Center in Las Vegas. Displays from the winners will be spotlighted at the show. In addition, one “Outstanding Marketer” and one “Outstanding Merchandiser” will be chosen from the award winners by the independent grocery community. Voting runs through Feb. 23, and the top vote-getters will receive complimentary registration to the The NGA Show 2023.
This year’s Creative Choice Award winners are the following:
Connections Through Social Media
1-15 Stores: Harvest Market/Niemann Foods, “Cooking with Emily”
15 Stores: Pioneer Suprmarkets/Associated Supermarket Group, “Be the Good Neighbor”
Connections Through Digital Marketing or Mobile
1-15 Stores: Dorothy Lane Market, “Self Care”
15 Stores: Foodtown/Allegiance Retail Services, “Three Ingredient Challenge”
Foodtown, a member of the Allegiance Retail Services cooperative, won its Creative Choice Award for its 'Three Ingredient Challenge' meal promotion.
Traditional Media: TV, Radio and Print
1-15 Stores: Dorothy Lane Market, “Difference” commercials
15 Stores: Fresh Encounter, “Nourish Your Mind”
Grand Opening or Remodel
1-15 Stores: Trig’s Minocqua (Wis.)
15 Stores: Coborn’s Buffalo (Minn.)
Local, Specialty or Emerging Products
1-15 Stores: LaBonne’s Market, “Luke, I Am Your Fascia”
15 Stores: Roche Bros., “Football Food Fun”
Community Engagement
1-15 Stores: Metcalfe’s, “Social Bands”
15 Stores: Weis Markets, “Honoring Our Veterans”
Center Store/Frozen/GM/HBC
1-15 Stores: Chris Food Center, “Stars of the Store, Featuring March Frozen Food”
15 Stores: SpartanNash (corporate stores), “Score Big”
Fresh Departments
1-15 Stores: Metcalfe’s, “Build Your Feast”
15 Stores: Lowe’s Markets, “Mealtime Made Easy”
Special Recognition
Supermarket Superheroes Award (presented by Kellogg’s): Fresh Encounter, “Nourish Your Mind”
Exceeding Excellence Award (presented by Unilever): SpartanNash,(corporate stores), “Cheers! Beer & Wine Sale”
The Creative Choice Awards were judged by a panel of industry experts and trade press members, who selected from more than 300 entries for the 2022 awards, according to NGA.
“After another year of challenges driven by the coronavirus pandemic, independent community grocers continued to demonstrate their creativity and ability to innovate,” Laura Strange, senior vice president of communications and external affairs for NGA, said in a statement. “Their uncanny ability to create campaigns and deliver messages that resonate with consumers shined brightly and impressed our judges yet again.”
