Creative Choice Awards Winners Recognized at The NGA Show

September 21, 2021

Breakfast session highlights

best marketing and merchandising programs 

Las Vegas, NV–  The National Grocers Association (NGA), the trade association representing the independent supermarket industry, along with sponsoring partners The Kellogg Company and Unilever, celebrated the winners of their annual Creative Choice Awards today at the 2021 NGA Show at the Paris Hotel and Casino in Las Vegas.

Winners of the contest, which honors the best marketing and merchandising programs in the independent community grocery industry, were recognized during a breakfast session this morning. The session also included a panel discussion of winning retailers, led by veteran industry observer and consultant Michael Sansolo.

The past 18 months brought grocers unprecedented challenges and changes, in part due to the coronavirus pandemic. “Most grocers’ usual lineup of promotions were drastically changed, forcing many to start from scratch,” said Greg Ferrara, NGA President and CEO. “But independent community grocers are among the most innovative and resourceful retailers around, and their stories of triumph prove they’re able to flourish even in the most trying times.”

Contest categories this year were adjusted in deference to the pandemic-driven “new normal.” 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 was chosen from entries submitted between Dec. 1, 2019, and Jan. 15, 2021. The judges, composed of industry experts and trade press, determined the category winners based on creativity, clarity and the effectiveness of each campaign entered.

Additionally, from the category winners, one “Outstanding Marketer” and one “Outstanding Merchandiser” were selected by the independent supermarket community and their supporters through online voting.

Marketing and merchandising category winning entries received display trophies at today’s ceremony. Winners of the “Outstanding Marketer/Merchandiser” title will receive complimentary registration to the 2022 NGA Show.

Nominations are open for the 2022 Creative Choice Awards. More information can be found at

Below are the 2021 winners, by category:

Connections Through Social Media 

1- 15 Store Winner: Eddie’s of Roland Park: Holiday Content

15+ Store Winner: ShopRite Essential Thanks

Connections Through Digital Marketing or Mobile  

1- 15 Store Winner: Dorothy Lane Market: Virtual Wine/Culinary & More

15+ Store Winner: Lowe’s Market: Washing Machine

Traditional Media – TV, Radio and Print 

1- 15 Store Winner: Newport Avenue Market “We Believe”

15+ Store Winner: Met Foods / Met Fresh Supermarkets: Como Tu

Grand Opening or Remodel  

1- 15 Store Winner: LaBonne’s Markets

15+ Store Winner: Brookshire Grocery Co.

Local, Specialty or Emerging Products  

1- 15 Store Winner: LaBonne’s LaBada Bing

15+ Store Winner: Associated Grocers of New England Corporate Stores: Brand Creation & Product Launch   

Community Engagement  

1- 15 Store Winner: Charley’s: Supporting the Best Restaurants in the World

15+ Store Winner: Coborn’s Operation Round-Up

Center Store/Frozen/GM/HBC  

1- 15 Store Winner: Trig’s Make it Merry

15+ Store Winner: Family Fare: Explore Michigan

Fresh Departments  

1- 15 Store Winner: Dorothy Lane Market Lobstermania

15+ Store Winner: Brookshire: Hatch Chile

Special Recognition 

Supermarket Superheroes Award, presented by The Kellogg Company: ShopRite Essential Thanks

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

Outstanding Marketer 

Eddie’s of Roland Park: Holiday Content Campaign

Outstanding Merchandiser 

Associated Grocers of New England: Brand Creation & Product Launch