NGA Creative Choice "Outstanding Marketer and Merchandiser" Open Voting Thank you for voting for this year's Creative Choice Outstanding Merchandiser and Marketer! Please select one winner from each category listed below. Question Title * 1. Please vote for this year's "Outstanding Marketer" from the marketing category winners below (select one): Digital Connections (Small Operator) Broulim's Fried ChickenTo generate excitement for its deli fried chicken, Idaho-based Broulim’s sprung into action to leverage the popularity of the Olympic breakdancer, Raygun. A store cashier with dance team experience recreated the routine for a video, which was planned, storyboarded, filmed, edited and posted within a week. Broulim’s marketing team believed the fun and trendy content would resonate with shoppers, and their hunch paid off, with reach and engagement surpassing the grocer’s other social media content. Digital Connections (Large Operator) Harps Meatloaf LadyHarps scored on multiple fronts with this campaign built around the deli clerk at its store in Bella Vista, Arkansas, whose homemade meatloaf has become a community sensation. A simple Facebook post escalated into viral local fame, complete with memes, puns and a devoted following. The ongoing campaign includes a dedicated Facebook page with more than 3,500 people following the Meatloaf Lady’s status reports, natural charisma and local appeal. Her personal connection to customers, self-promotion via social media, and the high-quality product turned this dish into a local phenomenon. Awareness was further driven by stories on local TV, Garden & Gun magazine and a float in the local July 4th parade. Thousands of customers purchased her signed meatloaves, driving sales beyond $80,000, surpassing the traditionally best-selling fried chicken. Traditional Media: TV, Radio and Print (Small Operator) Corner Market Food is FunThe Mississippi-based independent grocer launched this campaign to spread the message that Corner Market has all the ingredients you need to have fun with your food. The message was delivered through video elements for traditional and streaming television, and radio spots, in addition to social media. Stop-motion videography featuring actual ingredients sourced at Corner Market stores. Clever storytelling and production demonstrated that food is meant to be enjoyed. More than 250,000 streaming impressions got people talking, driving in-store excitement as customers expressed their love for the campaign when they returned to shop. Traditional Media: TV, Radio and Print (Large Operator) Fareway Stores Field of DreamsInspired by the iconic movie, Fareway’s Field of Dreams TV commercial celebrated the grocer’s Iowa roots with a nostalgic twist. Using the tagline, "If you grill it, they will come," the spot aired during Major League Baseball playoff season, and peak grilling and tailgating times. The campaign effectively captured the spirit of community and tradition, reinforcing Fareway's position as a beloved local brand and a go-to destination for all grilling needs. Related graphics were also used in digital and social messaging, as well as one of the company’s semi trailers, a multi-faceted approach ensuring a wide audience. The campaign, which featured a local high school baseball team, garnered a lot of positive community feedback, highlighting its impact and relevance. Innovations in Integrated Media (Small Operator) Oliver Lemon's Mega Meat SaleBenefiting longtime shoppers with high-quality, budget-friendly proteins, Oliver Lemon’s annual Mega Meat extravaganza at its Terrebonne, Oregon, location demonstrated far greater success in 2024 thanks to the store’s consistent and targeted marketing effort. Shoppers lined up before the store even opened to purchase more than a full-sized, refrigerated semi-trailer full of chicken, pork and beef products. The tagline “It’s Fill-Your-Freezer Fantastic!” anchored the campaign including print, radio, email, social media and in-store signage. The three-day event generated nearly $200,000 in meat sales, about 17 times that of a typical week, and far surpassing prior year. Innovations in Integrated Media (Large Operator) Roche Bros. Backyard BBQ Summer Instant Win GameThis Boston-area grocer’s digital instant win game aimed to attract a younger demographic, position its brand as digitally savvy, foster engagement with existing customers, and collect valuable data to inform its upcoming loyalty program launch. Customers scanned a QR code on in-store signage or visited a microsite to enter, vying for 7 daily prizes plus 3 grand prizes of $1,200 in groceries every month. In-store signage, circulars, paid and owned social, influencers, local TV and email drove engagement of 149,000 site visits and more than 9 million impressions over three months. The grocer enjoyed increased loyalty, trust and sales lift during its historically slower summer months. Community Engagement (Small Operator) Burns Family Neighborhood Markets Supermarket SmilesThe independently owned ShopRite of Drexeline supermarket launched a complementary family-friendly entertainment calendar designed to enhance the shopper experience and foster community engagement in the greater Philadelphia market. On the busiest weekend days each month, the store hosts local vendors offering free entertainment like face painting, balloon artistry, caricature sketches, strolling magicians and live music, along with free coffee and donuts every Sunday. This initiative has transformed the store into a vibrant community destination. The campaign has driven excitement and delight, enhanced loyalty, boosted store traffic and strengthened bonds with local vendors. Community Engagement (Large Operator) ShopRite RU Ready for Game DayShopRite is the official supermarket of athletics at Rutgers University, the oldest and largest public college in the New York/New Jersey metropolitan area. With 100 tickets to give away for each home football game, the ShopRite street team traveled to 10 store locations and surprised customers with nearly 700 free tickets to seven Rutgers games. Rutgers’ Scarlett Knight mascot, Sir Henry, joined the giveaway at three of the participating stores, with the fun broadcast on ShopRite’s website, social channels and YouTube. To tie it all together, Rutgers’ stadium was adorned with ShopRite branding for each home game and the grocer operated a food tent to prepare free eats for tens of thousands of fans. The campaign boosted brand awareness among 50,000 fans at each game and generated 130,000 video impressions. Grand Opening or Remodel (Small Operator)Edwards Food Giant Lakewood Village Grand OpeningThis event introduced a new store to the community in North Little Rock, Arkansas, with modern features and a focus on fresh food, specialty products and customer convenience. The grand opening was promoted widely through print ads, direct mailings, billboards and an in-store grill giveaway, with special attention on dry-aged beef, fresh seafood, and gluten-free, organic, vegan and local products, as well as Edwards Curbside Online shopping and the Pick 5 Meat Program. The grand opening created excitement in the Lakewood Village community, allowing the grocer to draw new customers and connect with shoppers. Customers appreciated the new decor, product selection and convenient features, with the grill giveaway driving considerable interest. Grand Opening or Remodel (Large Operator)Macey's Market Little Cottonwood Grand Opening: Building Stores Around CommunityEntering the highly competitive ski resort area of Sandy City, Utah, with its smaller Macey’s Market format, the grocer developed an in-depth décor package that would set it apart in the market, and made strategic operational changes. Custom murals and images of native pine trees enhanced the warm and heightened feeling. Key differentiators included an extended health and wellness set, a “bread bot” automated baking machine, and a sushi restaurant. To generate buzz, Macey’s leveraged paid and organic media, promotional print, mailers and events. To allow for staff training, a soft opening preceded the later grand event, promoted through additional paid media and including local dignitaries. Post-opening events – a charcuterie day, a local food fest and holiday events – built upon the excitement. Strong sales and overwhelmingly positive guest feedback cemented the campaign’s success. Multicultural Marketing (Small Operator)Teloloapan Meat Market Fiestas PatriasThis community event is a vibrant celebration of Mexican culture and heritage for the Houston-area retailer. The event includes food sampling, cooking demos, games, live mariachi music and dance performances. The event was designed not only to celebrate Mexican Independence Day, but to strengthen the retailer’s relationship with the community, offer a family-friendly environment with a cultural focus, increase brand awareness and highlight high-quality products. The grocer partnered with community groups to help promote the event and launched a marketing campaign across multiple channels. The result? Positive energy and a sense of togetherness that exceeded expectations, much positive feedback and increased store traffic following the event. This success has opened the door for additional community-driven initiatives in the future. Multicultural Marketing (Large Operator)ShopRite So Yummy: Celebrating Hispanic Heritage MonthFor Hispanic Heritage Month 2024, ShopRite worked with the So Yummy social media brand team to create a talent-led cooking video series featuring authentic recipe inspiration and ShopRite own-brand products to better connect with the significant Hispanic demographic in ShopRite’s service area. Videos linked back to the ShopRite.com Hispanic Heritage Month shoppable landing page, so customers could simply add all ingredients to their carts in two clicks or less. This video partnership was incredibly successful, seeing millions of views and hundreds of positive comments from customers. Shopper Experience (Small Operator)Dorothy Lane Market Annual Wedding ShowcaseWalking into Dorothy Lane’s Wedding Showcase is like walking into seven wedding receptions at once, where you can see how everything comes together to tell the wedding story. Elegant tables and décor showcase store-designed cakes as wedding music plays in the background. This annual free event, produced by store teams partnering with select local vendors, allows visitors to taste and experience the catering options that Dorothy Lane can deliver. This year, about 150 people planning their weddings attended, with 8 consultations and 4 weddings booked during the event, with many more returning over the following weeks. Shopper Experience (Large Operator)Harps Food Stores The Meatloaf LadyLeave it to Harps to enhance the shopper experience with meatloaf! Stephanie Hopkins DeMilio, deli clerk at its Bella Vista, Arkansas, store, sparked a viral social media campaign that grew from a single Facebook post to TV stories, national magazine articles and personal appearances by the locally beloved Meatloaf Lady. Her charisma and personal connection to customers and self-promotion via social media made her deli the place to be for in-store events, allowing Stephanie to autograph meatloaf packages and pose for photos with fans. The buzz, plus the high quality of the food, pushed sales for the humble dish upwards of $80,000, beyond the traditional favorite fried chicken. Elevating the Meatloaf Lady to superstar status made the Bella Vista deli a true destination, engaging the community and driving sales. Top Pick for Talent (Small Operator)Teloloapan Meat Market Mes de MujerHouston-area Teloloapan Meat Market hosted its Mes de Mujer, or Month of Women, event to celebrate the contributions of women in and beyond its local community, as well as those key to the retailer’s own business. The campaign centered on the theme of "Empowering Women, Honoring Heritage," showcasing the multifaced role of women in society, blending empowerment with cultural roots and traditions, particularly in food and family life. The grocer’s own associates shared their stories about how working at Teloloapan helped them flourish professionally and personally. By engaging with the community on this level, the retailer was able to foster stronger customer relationships, raise brand visibility and create a memorable experience. The campaign helped Teloloapan connect with its community on a deeper level, and the retailer is looking forward to future events. Top Pick for Talent (Large Operator)SpartanNash Careers for a Better LifeAiming to build stronger communities by connecting local talent with meaningful careers in grocery, this omnichannel campaign positioned SpartanNash as the employer of choice by showcasing the rewarding opportunities, stability and growth the company offers. Its careers website included improved navigation and dynamic content, designed cross-functionally to create an engaging and interactive experience for job seekers. In 2024, the campaign included 42 hiring events across its 7 retail banners, connecting community members with on-the-spot interviews, information sessions and pathways to meaningful careers. Social media, targeted digital ads and in-store signage reached diverse audiences, while strategic partnerships with schools, workforce agencies and community organizations amplified awareness. Hiring events were held in high-traffic grocery locations. The campaign boosted website applications, engaged nearly 2,900 candidates and led to more than 90 hires. Question Title * 2. Please vote for this year's "Outstanding Merchandiser" from the merchandising category winners below (select one): Local, Specialty or Emerging Products (Small Operator) Trig's We Got Crab ClawsThis northern Wisconsin-based retailer launched Florida stone crab claws in a big way. Assisted by the vendor, Trig’s created an associate’s playbook to follow for creating an experience for shoppers, from recipe cards to landing pages for instructional videos. Promotions encompassed website, graphics, banners, posters, social media and digital monitor in-store graphics as well as radio spots announcing the weeklong event. The promotion moved almost 900 pounds of crab claws, or nearly $16,000 in incremental seafood sales. Positive shopper feedback may lead to future events along with cross merchandising opportunities with other store departments. Awareness, engagement and sales combined to make this first-time event a success. Local, Specialty or Emerging Products (Large Operator) Freson Bros. Cutie Pies Pi(e) Day has become a beloved tradition for this Alberta, Canada-based grocer, and for 2024, they took it up a notch by introducing mini-sized Cutie Pies, made with real fruit and 100% Alberta flour. Selling them for $3.14 each on March 14 offered a fun way to enjoy a single-serve treat without the cost of a full pie, and drive awareness of Freson’s high-quality in-store bakery products. Promotion began two weeks out with flyers, POS materials, loyalty emails, social media, radio ads, digital billboards and in-store sound. A series of visually appealing social media posts played up the fun, and encouraged customers to share their excitement for the event. Sales exceeded expectations, surpassing the target by 150%, and led to Cutie Pies being added to the grocer’s regular product range available year-round. Fresh: Meat/Seafood (Small Operator) Trig’s We Got Crab ClawsA winner in this category as well, Northern Wisconsin-based Trig’s demonstrated that its market area would not only embrace a higher-dollar item but also enjoy a unique, well-merchandised quality product. Trig’s worked closely with its vendor to not only procure sustainably sourced Florida stone crab claws but develop a playbook for associates to showcase and sell them. Recipe cards and online videos showed shoppers how to maximize their enjoyment of the premium product, and a multimedia campaign waged both in and out of store drove excitement for the weeklong promotion. Incremental sales approached $16,000 for nearly 900 pounds of crab, a seafood sales lift of almost 37 percent. Fresh: Meat/Seafood (Large Operator) Roche Bros. Perishables Brand CampaignThe marketing team at Boston-based Roche Bros. led a comprehensive branding campaign focused on the supermarket's perishable departments, including meat and seafood. Partnership with an external creative agency delivered 15-second TV spots and 30-second radio ads, strategically placed to highlight the grocer’s premium products, unwavering commitment to quality, and dedication to customer satisfaction. The campaign successfully positioned Roche Bros. as the premier food shopping destination, attracted new customers, strengthened brand awareness, and drove transactions and basket sizes in the months leading up to the holiday season. Fresh: Bakery/Deli/Prepared Foods/Foodservice (Small Operator)Dorothy Lane Market / The DLM ExperienceThis Ohio-based 3-store operator scored by telling the story of how it constantly aspires to make its customers’ lives better by celebrating trust, authenticity, quality, expertise and customer service. This ongoing campaign centers on rich storytelling through its own monthly publication, video content, digital media and other assets to engage customers. From a merchandising standpoint, the campaign embraces the concept of “food theater” to showcase the talents of its associates in every store department, including bakery and deli. By bringing awareness to the many ways that the DLM Experience is better than the typical grocery store experience, Dorothy Lane has generated reams of positive feedback and double-digit sales increases in highlighted store departments. Fresh: Bakery/Deli/Prepared Foods/Foodservice (Large Operator)Harps Meatloaf LadyWhat’s the key to successfully merchandising the deli? For Harps, it’s all about meatloaf – more specifically, the Meatloaf Lady, whose personal connection to customers gave this simple mealtime staple a huge boost for the Harps store in Bella Vista, Arkansas. A viral social media campaign made deli clerk Stephanie Hopkins DeMilio a local celebrity who found herself hosting in-store events where she autographed meatloaf packages and posed for photos with shoppers who couldn’t get enough of her product. With meatloaf sales climbing above $80,000, or 8 percent of total deli sales (up from about $5,000 a year earlier), the success at the Bella Vista deli hopes to inspire other Harps locations to leverage their own home-grown success stories and demonstrate the power of personal engagement. Fresh: Dairy (Small Operator)Adams Fairacre Farms Hudson Valley Fresh Dairy FarmersThis campaign was created as part of a Farmers series to promote produce and dairy sold by the grocer’s 5 stores in upstate New York. The stories dovetailed well with the retailer’s own rich history, starting as a farmstand in the 1930s and eventually growing into a full-service grocery retailer. Adams worked with a 12-farmer co-op to develop the grocer’s own line of milk, with one of the co-op owners serving as spokesperson to express the farmers’ passion, experience and dedication. Sales have been robust and the line grew to include other dairy products including sour cream and yogurt. Fresh: Dairy (Large Operator)Houchens Food Group Dairy MonthKentucky-based Houchens Food Group, owner and operator of IGA, Price Less and Hometown Market branded grocery stores, leveraged the opportunity of National June Dairy Month to drive dairy sales at 86 supermarket locations. Using weekly promotions, digital media, giveaways and community involvement, the grocer aimed to increase the use of digital coupons, raise funds for a local non-profit based on dairy farm milk sales, and raise awareness about the dairy category. Creative in-store displays, including the popular "Dairy Cool" characters, enhanced the shopping experience. Sales during the June promotion period responded positively across all major dairy categories and digital coupon use surged. Fresh: Produce/Floral (Small Operator)Broulim's Hatch Chile Roasting FestivalHatch chiles arrive from New Mexico every August, bringing a month of sales opportunities for grocers like Idaho-based Broulim’s. August weekends at Broulim’s mean chile-roasting events that serve as fundraisers for community organizations, where local folks enjoy the seasonal peppers and the grocer’s many signature items that feature them as an ingredient. Produce managers coordinate with vendors and store teams, spending hundreds of hours on planning, designing, printing and distributing promo materials. Feedback and sales reflect the herculean effort, but Broulim’s says it’s not just about the sales – it’s about helping the communities it serves. Fresh: Produce/Floral (Large Operator)Freson Bros. Flower Market Social Media Awareness CampaignFreson Bros. has long been known for its exceptional floral selection, including many locally grown Alberta flowers. The grocer aimed to increase awareness of its Flower Market by tapping into emotional connections and dispelling misconceptions that flowers are only for special occasions. Each week, Freson highlighted a specific floral variety with content that’s engaging, emotional and reflective of the joy flowers can bring. User-generated content resonated with consumers on a personal level. The grocer shared tips on flower care, the meanings behind different flowers, and how to incorporate them into home décor, and urged purchase for "just because" moments. Messaging focused on inspiring customers to see flowers as an affordable, easy way to bring beauty and positivity into their lives. Customers shared their own spontaneous flower-buying moments on social media, further driving organic engagement. Center Store/Frozen (Small Operator)Moose's Market Merchandising SuccessTo showcase its private brands portfolio, this single store in western Missouri built eye-catching endcaps and center-store displays with private brand products supplied by AWG. To amp up the fun factor, the grocer leveraged its playful moose mascot as part of the decor. Hot ad pricing and signage clearly communicated the value of the private brand products. The goal was to drive sales and awareness of its private brands, and the retailer’s efforts paid off, with an increase in private brand sales and penetration exceeding 20 percent. Center Store/Frozen (Large Operator) Coborn's More Monday / Wow Wednesday / Fuel FrenzyThe Minnesota-based company designed these weekly one-day promotions to drive incremental traffic to its stores on slower days with limited-time offers to drive engagement and sales. The events were promoted using push notifications, ad hoc emails, in-store signage and social media. The More Monday / Wow Wednesday promotions brought an increase of more than 50% in units sold and more than 80% in sales dollars. Meanwhile, Fuel Frenzy resulted in an average 32% increase in total store transactions as well as boosting fuel sales volume. These promotions require loyalty program membership, which also has seen a notable increase since the campaigns were launched. Private Label/Store Brands (Small Operator)GES/Edwards Cash Saver Focus on AWG BrandsThis Arkansas-based retailer focused on bringing private brands to the forefront of customers' minds with an omnichannel campaign that featured its Always Save and Best Choice brands in ads, digital marketing, app features, in-store signage, displays, walls-of-savings, and holiday giving program. New signage kits, digital coupons, social media posts, full set displays, end caps and other merchandising vehicles all came together to attract customer attention. Customers were guided to understand that private brands deliver quality and value, and their link to community giving builds trust and loyalty. Edwards enjoyed an upswing in private label product sales, digital engagement and number of food drive bags sold. Private Label/Store Brands (Large Operator)Coborn's / Tadych's Private Brands LaunchMinnesota-based Coborn’s aimed to launch a significant new assortment of private brand items into its recently acquired Tadych's division stores in eastern Wisconsin and the Upper Peninsula of Michigan. These locations didn't have a significant private brand presence, so Coborn’s partnered with Topco and AWG to fully integrate a significant assortment of new private brand items. A marketing campaign included print, digital, social media and in-store activations to bring awareness to the value of these private brands not previously experienced at these locations. With the new assortment, Coborn’s could drive a value message, help guests save money, and grow sales. Since the introduction, Tadych’s stores have seen increased private brand penetration and a year-over-year sales increase approaching 7 percent. Question Title * 3. How did you hear about this year's Creative Choice Awards voting? Question Title * 4. If you would like more information about this year's Creative Choice Awards, please comment with your email address below. Question Title * 5. Are you interested in serving as a Creative Choice Judge in the future? If so, please leave your name and email address. Done
