LAS VEGAS — Niemann Foods won the Creative Choice Award for best advertising camapaign by an independent grocer and Broulim's won the award for best merchandising during the National Grocers Association annual convention here.
Niemann Foods, Quincy, Ill., won for its "free turkey loyalty promotion," which NGA said focused on customers rather than price competition with other retailers. During the month-long promotion prior to Thanksgiving, customers were able to scan their loyalty cards and receive a free turkey once they recorded $300 in purchases.
According to the company, the promotion saved it $163,500; increased customer loyalty by 50% over the prior year; and increased loyalty sales during the promotion by 23%.
Broulim's, Rigby, Idaho, won the merchandising award for its "Wild Alaska Seafood Sale," which boosted meat department sales by 20% during the one-week event. The sale offered customers a chance to meet Edgar Hansen, deck boss of The Northwestern from the Discovery Channel's "The Deadliest Catch;" and it also tied in with cooking demonstrations and recipe tips from local experts.
Each category had a total of four entries, which were judged by a panel of industry executives, with winners selected based on the creativity, clarity and effectiveness of their entry, NGA explained.