NGA Reveals Creative Choice Awards Winners


NGA logo

The National Grocers Association, along with sponsoring partners The Kellogg Co. and Unilever, have announced the winners of its annual Creative Choice Awards Contest, which honors and recognizes the best marketing and merchandising programs in the grocery industry.

Judged by a panel of industry experts and trade press members, the contest features eight categories in which one winner and at least one honorable mention are chosen from entries submitted between Dec. 1, 2019, through Jan. 15, 2021. The judges determined the winners based on creativity, clarity and the effectiveness of each campaign entered. Additionally, two special recognition award winners were selected.

Award categories were adjusted this year in deference to the pandemic-driven “new normal.” The contest received a record number of entries, more than 650, and winners will be recognized at The NGA Show, set for Sept. 19-21 in Las Vegas.

“2020 brought grocers a year of unprecedented challenges and changes, in part due to the coronavirus pandemic. That meant most grocers’ usual lineup of promotions was drastically changed, perhaps even tossed out altogether to start from scratch,” said Laura Strange, SVP of communications and external affairs for NGA. “But independent grocers are among the most innovative and resourceful retailers around, and their stories of triumph this year demonstrated their ability to flourish even in the most trying times.”

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. Voting will open in early July and run through Aug. 30. Winners of the Outstanding Marketer/Merchandiser title will receive complimentary registration to the 2022 NGA Show.

Here are the winners, by category:

Connections Through Social Media 

1- to 15-stores winner – Eddie’s of Roland Park: Holiday Content

15-plus stores winner – ShopRite Essential Thanks 

Connections Through Digital Marketing or Mobile

1- to 15-stores winner – Dorothy Lane Market: Virtual Wine/Culinary & More 

15-plus stores winner – Lowe’s Market: Washing Machine

Traditional Media: TV, Radio and Print

1- to 15-stores winner – Newport Avenue Market “We Believe”

15-plus stores winner – Met Foods/Met Fresh Supermarkets: Como Tu

Grand Opening or Remodel

1- to 15-stores winner – Labonnes

15-plus stores winner – Brookshire Grocery Co. 


Local, Specialty or Emerging Products

1- to 15-stores winner – LaBonnes LaBada Bing

15-plus stores winner – Associated Grocers of New England Corporate Stores: Brand Creation & Product Launch 

Community Engagement

1- to 15-stores winner – Charley’s: Supporting the Best Restaurants in the World 

15-plus stores winner – Coborn’s Operation Round-Up

Center Store/Frozen/GM/HBC

1- to 15-stores winner – Trig’s Make it Merry 

15-plus stores winner – Family Fare: Explore Michigan

Fresh Departments

1- to 15-stores winner – Dorothy Lane Market Lobstermania  

15-plus stores winner – Brookshire: Hatch Chile 

Special Recognition

Supermarket Superheroes Award, presented by Kellogg’s – ShopRite Essential Thanks 

Excellence in Agility Award, presented by Unilever – Coborn’s COVID-19 Campaign


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