NAWGA'S ADMARK AWARDS

SAN FRANCISCO -- The Memphis Division of Fleming Cos. took home the top prize March 27 here at the National-American Wholesale Grocers' Association's 12th annual ADMARK Awards ceremony.The awards, recognizing excellence in retail food advertising, were presented at NAWGA's annual Advertising and Sales Management Conference. More than 150 entries were received throughout the competition's 14 categories. The 1994 awards are for advertising implemented during 1993.

advertising agencies, and consumer and supermarket interests.

Dr. John Stanton, chairman of the Department of Food Marketing at St. Joseph's University, Philadelphia, and a speaker at the awards ceremony, said Admark awards present a chance to recognize the best of what the industry does. "We spend a lot of time in self-criticism," he said in a phone interview. "The Admark is time to sit back and say we actually did some things pretty well."

Stanton said he's seen some changes in the five years he's been involved with the awards.

"I would say some categories have really blossomed in terms of creativity," he said, citing theme sale ads as an example. "It used to be that all the themes were holidays. The themes have gotten more creative. The one that won this year was a breakfast theme. What single meal occasion are supermarkets losing the most of? Breakfast." He said holiday dinner item sales promote items many people are already going to buy. "But the breakfast theme was terrific because it focused on an area where supermarkets are losing."

Another winner that took a different slant was Supervalu in its promotion of foods from Minnesota, he said. He also said the ads for public service campaigns have come a long way.

"With the vast majority of these public service ads, you really got the feeling that whoever it was that was behind it at the company really believed in these causes; and the winning ad just reeked of legitimacy and concern.

"That's a tribute to our industry in the sense that people often talk about helping their local community; but this is putting their money where their mouth is and it's also putting their heart where their money is."

Stanton said entries for the "Best of Radio" category were good, but none was good enough to be awarded.

BEST NONPRICE IMAGE ADVERTISING and BEST OF SHOW

"Make a Pit Stop"

Fleming Cos.-Memphis Division, Southaven, Miss.

Judge's Comment: "It was the only message from all we saw that would honestly make me change my shopping or buying behavior. It included all the things we were judging on: uniqueness, and most importantly, effectiveness. Sometimes when you see something that's creative, it might get in the way of how effective it is. I think this ad gives you both. I see the retailer making a commitment to the consumers here that the consumer can really take him up on. As far as clarity goes, there's no mistaking what the message is."

BEST CREATIVE USE OF COLOR

"The Blues Have a Lot of Appeal"

Scrivner-Rainbow Foods, Hopkins, Minn.

Judge's Comment: "Because for best in color, this one comes and hits you right in the face with blue, and then it takes the blue and the yellow and combines them in a creative way by using blueberries and bananas. The blues have a lot of appeal; it puts the words into action, and it puts the color into action; so it's a very exciting piece."

BEST PRINT AD SERIES

"Red Shoe Service"

Supervalu, Minneapolis

Judge's Comment: "The Admark winner was great, because not only was it well-executed, they made up their own service. It's totally unique to their store. The service is Red Shoe Service, and they carried it out very well through a whole series of ads. The continuity of theme goes all the way from the first newspaper ad right to when you walk in the store and see somebody with the red shoes on. Very important."

BEST COMPANY MARKETING PRESENTATION

"1994 Advertising and Promotions Guide"

Nash Finch, Minneapolis

Judge's Comment: "The video was impressive because it had a global concept. It also showed how the food travels, which was interesting. We don't often see how food travels. It had bold music that really grabbed the listener. An excellent presentation; very professional. I actually thought the printed piece was almost stand-alone."

BEST TELEVISION AD

"Coupon Event"

Metro Richelieu, Montreal

Judges's Comment: "No pun intended, I thought it was a cut above the others. It was a mundane topic with coupons, but it was a dramatic and nice presentation. The whole design it created was something that looked different from every other commercial. They took coupon-clipping, which is the most boring thing in the world, and really made it creative and dramatic."

BEST IN-STORE PRINT PROMOTION

"FruitClub Kit," Scrivner, York, Pa.

Judge's Comment: "It was a great combination of materials. You have the buttons for the cashiers. You have countercards and posters. They are all thematically tied together, and the store is offering a real benefit to consumers by getting kids to eat more fruit. It's a good offer. It's also a good benefit for the parents to get their kids to eat more fruit. The whole feeling of it is light and bright and it's very attractive."

BEST DIRECT MARKETING PRINT PROMOTION

"A Fresh Attitude"

Supervalu, Minneapolis

Judge's comment: "It's just absolutely break-through. I have never seen a retail promotion like that to consumers with a video. It's obviously very expensive, but it's definitely going to get somebody's attention. Beyond this thing of video, you bring it back as a coupon; so there's a lot more going on than just watching the video."

BEST WEEKLY MULTIPAGE, PRICE AND ITEM AD

"A Taste of Minnesota Fare"

Supervalu, Minneapolis

BEST COMPANY OR CORPORATE ANNUAL REPORT

"Roundy's 1992 Annual Report"

Roundy's, Wauwatosa, Wis.

Judge's Comment: "A creative use of words. It has a nice display of people within the elegant pictures that go along with it. It has a less cluttered look. It sort of meets the demands of investors as well as employees. So, it was a good middle-of-the-road choice."

BEST CREATIVE USE OF A SINGLE DEPARTMENT

"MegaMarket-Chuck Berry"

Fleming Cos. -- Oklahoma City Division

Judge's Comment: "Chuck Berry was really a lot of fun. It was a swinging ad because it came right in and gave you an idea of two departments at once. They have the berries and they combine the two departments so beautifully. It's really an upscale, swinging kind of ad. Really relevant. It said meat and produce without ever saying it."

BEST PUBLIC SERVICE CAMPAIGN

"Spartan Stores Special Olympics"

Spartan Stores, Grand Rapids, Mich.

Judge's Comment: "It was just an all-around great campaign. It had a number of different pieces of print. It had posters. It had video, and we know they had a lot of participation. This seems to be truly something from the heart and not just the pocketbook."

BEST ROP

"MegaMarket-Made by Hand"

Fleming Cos.-

Oklahoma City Division

Judge's Comment: "It's a really cute ad that really doesn't really fit any category. But just a nice ad. It's cute, it makes sense. It just captures your attention."

BEST CREATIVE THEME SALE AD

"Rise N' Shine" -- Piggly Wiggly

Fleming Cos., Oklahoma City

Judge's Comment: "It's just so attractive. It hits you as soon as you look at it and it tells it like it is. The theme of breakfast, and all the things you can have for breakfast; it's just really attractive."