STARRING ADS STAR CONSUMERS

RESTON, Va. -- Advertising campaigns centered on customer participation scored big points with judges of the Creative Choice Awards, sponsored by the National Grocers Association here.This year's award-winning campaigns, which ranged from seasonal private-label launch promotions to improving a store's brand equity, all possessed at least one common denominator -- an emphasis on including the consumer.The

RESTON, Va. -- Advertising campaigns centered on customer participation scored big points with judges of the Creative Choice Awards, sponsored by the National Grocers Association here.

This year's award-winning campaigns, which ranged from seasonal private-label launch promotions to improving a store's brand equity, all possessed at least one common denominator -- an emphasis on including the consumer.

The award-winning advertising campaigns did not use a hard-sell approach to

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