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NGA unveils Creative Choice winners
Top independent marketing and merchandising campaigns recognized
Mark Hamstra
February 10, 2023
3 Min Read
Campaigns were judged by a panel of industry experts and trade press members, based on creativity, clarity, innovation and effectiveness.Getty Images
The National Grocers Association will recognize the top marketing and merchandising programs from independent supermarket operators during the Creative Choice Awards at the upcoming NGA Show in Las Vegas.
Among this year’s winners in individual categories were multiple campaigns from Coborn’s, Chris’ Food Center, Dorothy Lane Market, Cub Foods, Freson Bros. and others.
Campaigns were judged by a panel of industry experts and trade press members, based on creativity, clarity, innovation and effectiveness. Entries were accepted in eight categories, with one winner and at least one honorable mention in each. In addition, two special recognition award winners were selected. In all, NGA said it received nearly 400 award entries.
“Independent community grocers continue to raise the bar in the creative ways they engage with their customers,” said Laura Strange, senior VP of communications and external affairs, NGA. “Independents are truly the industry’s most innovative marketers as they create campaigns that not only resonate with consumers, but celebrate their roles in their respective communities.”
From the category winners, one “Outstanding Marketer” and one “Outstanding Merchandiser” will be selected by the independent supermarket community and their supporters through online voting, open through Feb. 27. Votes can be cast here.
Meg Major, director of industry relations at NielsenIQ, will emcee the awards presentation and moderate a winners ’ panel discussion at the NGA Show on Feb. 26.
Following is the full list of winners:
Connections Through Omnichannel:
Smaller operator (1-15 stores)
Winner: Hitchcock’s Markets Omnichannel Experience
Honorable mention: Wright’s Market Staff Spotlights
Larger operator (15 stores)
Winner: Allegiance Retail Services/Foodtown $9 a Day Challenge
Honorable mention: ShopRite Well Everyday
Community Engagement
Smaller operator:
Winner: Briar Patch PatchWorks
Honorable mention: Dorothy Lane Market Good Neighbor 5K and Fill the Truck Challenge
Larger operator:
Winner: Needler’s Fresh Market Local Food Fest
Honorable mention: Cub Foods Gopher Cub Kindness September Campaign
Traditional Media – TV, Radio and Print
Smaller operator:
Winner: Newport Avenue Market We’re Worth the Detour
Honorable mention: D&W Fresh Market Prime & Choice Beef Dating Profile
Larger operator:
Winner: Cub Foods Title IX 50th Anniversary Commercial
Honorable mention: Coborn’s Penny Pincher
Grand Opening or Remodel
Smaller operator:
Winner: Bristol Farms Newfound Market Grand Opening Celebration
Honorable Mention: Reynolds Market Glasgow Reynoldspalooza Grand Re-Opening
Larger operator:
Winner: Food City Cookeville Campaign
Honorable mention: Coborn’s Willmar, Owatonna and Williston Cash Wise
Local, Specialty or Emerging Products
Smaller operator:
Winner: Metcalfe’s Markets We Love Local Sale
Honorable mention: Chris’ Food Center 2022 Stew’n It Up with MN Grown
Larger operator:
Winner: Niemann Foods Hey Clay Fruit and Veg Friends Promotion
Honorable mention: Freson Bros. Peace River Sourdough
Seasonal Event
Smaller operator:
Winner: Neiman’s Family Market Hal of a Shrimp Show
Honorable mention: Pay-Less Markets Earth Month
Larger operator:
Winner: Coborn’s Valentine’s Day
Honorable mention: Homeland Stores Home for the Holidays
Center Store/Frozen/GM/HBC
Smaller operator:
Winner: Chris’ Food Center Frozen Food Month Never Let It Go
Honorable mention: Dorothy Lane Market Run for the Roses
Larger operator:
Winner: Pyramid Foods Show Me Beef
Honorable mention: Coborn’s Nostalgic Candy
Fresh Departments
Smaller operator:
Winner: Dorothy Lane Market BaconFest
Honorable mention: AG Supermarkets Specialty Spotlight
Larger operator:
Winner: Freson Bros. Charlie’s Birthday
Honorable mention: Coborn’s Citrus Sale
Special Recognition
Excellence in ESG Award, presented by Kellogg: Coborn’s Inclusive Playground
People Positive Award, presented by Unilever: Coborn’s Women’s History Month
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