A recent event showcased some of the most creative marketing by independent grocers. Among the highlights was a performance inspired by Australian breakdancer Raygun, a wedding cake promotion, and a college football ticket giveaway. These campaigns caught the attention of the National Grocer Association’s Creative Choice Awards, which honor exceptional marketing efforts.
This year, several retailers stood out, including Broulim’s Fresh Foods and Dorothy Lane Market. “Independent grocers are quick and innovative,” said Laura Strange, NGA’s communication officer. “Their creative strategies allow them to connect with pop culture and community events effectively.”
The award winners will be recognized at the NGA Show from February 23-25 in Las Vegas. During the event, some winners will join a panel discussion led by industry expert Rick Brindle. The awards are made possible by sponsors Kellanova and Unilever.
The contest featured various categories, with winners chosen based on creativity, clarity, and effectiveness. This year, there were over 300 entries, with new categories like Multicultural Marketing and Top Pick for Talent aimed at celebrating community involvement and promoting careers in grocery retail.
The Multicultural Marketing award in the small operator category went to Teloloapan Meat Market for their Fiestas Patrias campaign. ShopRite took home the award in the larger operator category for their So Yummy campaign during Hispanic Heritage Month. Teloloapan Meat Market also won the Top Pick for Talent for their Top Mes de Mujer campaign.
Fresh merchandising categories were also expanded to focus on specific departments, including meat, bakery, and dairy. The awards this year will also spotlight an “Outstanding Marketer” and an “Outstanding Merchandiser,” determined through online voting by the independent supermarket community.
For more details about the awarded campaigns, you can check out the NGA Show’s voting page.
