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Campaigns were judged by a panel of industry experts and trade press members, based on creativity, clarity, innovation and effectiveness.

NGA unveils Creative Choice winners

Top independent marketing and merchandising campaigns recognized

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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