The National Grocers Association (NGA) has recognized its Creative Choice Awards “Best of Show” winners in the Marketing and Merchandising categories at a special reception held during the 2014 NGA Show, which wraps up today in Las Vegas. The “Best of Show” title is the highest award of the Creative Choice Awards contest.
The Best of Show in Marketing was awarded to K-VA-T Food Stores. The marketing campaign, titled “Salute,” is a 60-second video/television commercial created to honor and show respect for the nation’s armed forces. Originally aired on the Fourth of July, it also has been shown for other patriotic occasions such as Labor Day and Veteran’s Day.
The Best of Show in Merchandising was awarded to B. Green & Co. of Baltimore, submitted by Supervalu. The marketing campaign, titled “Food Depot and Eat Right, Live Well,” sought to encourage low-income shoppers to buy more healthy items in-store. As a part of a grand reopening, Food Depot highlighted Eat Right, Live Well ideas and its commitment to offering healthy choices for consumers and introduced Food Depot’s newly-hired registered dietician and nutritionist.
More than 350 entries were judged based on the criteria of creativity, clarity and effectiveness by a panel of industry experts. Creative Choice Awards winners for each category were selected as “Best of Show” nominees. “Best of Show” winners were determined by both the judges and, for the first time, through online voting, which incorporated more than 1,600 votes.
In addition to this year’s “Best of Show” awards, sponsors Kellogg’s and Unilever, as well as the reception sponsor, Anheuser Busch, each chose entries to recognize while at the awards reception. The following entries were chosen:
• Anheuser Busch selected “Ptacek’s Fundraising with World Record Beer Brat,” created by Ptacek’s IGA and submitted by Affiliated Foods Midwest.
• Kellogg’s selected “Kellogg’s Promotion—Back to School,” created by Coborn’s
• Unilever selected “Cart Race for Hunger,” created by Chris’ Food Center.
The annual Creative Choice Awards contest, sponsored this year by Kellogg’s and Unilever, honors the best marketing and merchandising programs in the grocery retail industry. Marketing campaigns and merchandising events or promotions held between Dec. 3, 2012, and Dec. 3, 2013, were eligible for this year’s contest.
Go here to view the “Best of Show” winners and all of this year’s nominees.
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