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Mollie Stone's Markets, Harmons Grocery and The Fresh Grocer were the big winners of this year's Creative Choice Awards, presented Monday evening during a special reception at the 2013 NGA Show in Las Vegas.
The contest, made possible through a partnership with the Kellogg Company and Unilever, honors the best advertising and merchandising in the grocery industry.
Taking home the "Best of Show - Advertising" award was Mollie Stone's Markets of Mill Valley, Calif., submitted by DW Green Company. With its "Shop Local" ad, Mollie Stone's sought to thank customers for shopping at its store, while emphasizing its role as the neighborhood food store. Mollie Stone's ran the ROP ad in several publications in June 2012.
The co-recipients of the "Best of Show - Merchandising" award were Harmons Grocery of West Valley, Utah and The Fresh Grocer of Drexel Hill, Pa.
Harmons, to promote its 16th store opening, created the "Harmons City Creek Grand Opening" campaign, which included outdoor ads, newspaper ads, a magazine, direct mail postcards, door hangers and a "Shopping is Easy at Harmons" flyer. Harmons received strong media coverage due to its urban location and the new features offered in the store, including a cooking school, seafood steamer, salt display, sushi, cheese counter and freestyle soda machine.
The Fresh Grocer, meanwhile, unveiled a new, health-focused supermarket field trip program to educate grade school students on healthy eating. To promote this interactive supermarket experience, its "Fresh Finds Field Trips at the Fresh Grocer" campaign showcased the program as part of its ongoing initiative to decrease childhood obesity in their communities.
Winning entries in a number of categories are on display in the Hall of Fame at the NGA Show, and a full list of winners can be found online.