NGA Announces Creative Choice Awards Category Winners

May 6, 2021

Honorees to be recognized at NGA Show in September

Washington, D.C. – The National Grocers Association (NGA), the trade association representing the independent supermarket industry, along with sponsoring partners Kellogg Company and Unilever, have revealed the winners of their annual Creative Choice Awards Contest, which honors and recognizes the best marketing and merchandising programs in the grocery industry. 

Winners of the Creative Choice Awards Contest gain respect throughout the industry and receive national recognition at The NGA Show, scheduled for September 19 – 21, 2021 in Las Vegas. 

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, composed of industry experts and trade press, determined the category winners based on creativity, clarity and the effectiveness of each campaign entered. Additionally, two special recognition award winners were selected. 

Award categories were adjusted a bit this year in deference to the pandemic-driven “new normal.” Despite the special circumstances, the contest received a new record number of entries, more than 650 in all. 

“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, NGA’s senior vice president of communications and external affairs. “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 Monday, Aug. 30.  

Marketing and merchandising category winning entries will be highlighted at The NGA Show and awarded a display trophy. 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- 15 Store WinnerEddie’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: Lowes Market: Washing Machine 

Traditional Media – TV, Radio and Print 

1- 15 Store WinnerNewport Avenue Market “We Believe” 

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

Grand Opening or Remodel 

1- 15 Store WinnerLabonnes 

15+ Store Winner: Brookshire Grocery Co.  

Local, Specialty or Emerging Products 

1- 15 Store WinnerLaBonnes LaBada Bing 

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

Community Engagement 

1- 15 Store WinnerCharleys: Supporting the Best Restaurants in the World  

15+ Store Winner: Coborns Operation Round-Up 

Center Store/Frozen/GM/HBC 

1- 15 Store WinnerTrigs Make it Merry  

15+ Store Winner: Family Fare: Explore Michigan 

Fresh Departments 

1- 15 Store WinnerDorothy Lane Market Lobstermania   

15+ Store Winner: Brookshire: Hatch Chile  

Special Recognition 

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

Excellence in Agility Award, presented by UnileverCoborn’s COVID-19 Campaign 

About NGA 

NGA is the national trade association representing the retail and wholesale grocers that comprise the independent sector of the food distribution industry. An independent retailer is a privately owned or controlled food retail company operating a variety of formats. The independent grocery sector is accountable for close to one percent of the nation’s overall economy and is responsible for generating $131 billion in sales, 944,000 jobs, $30 billion in wages and $27 billion in taxes. NGA members include retail and wholesale grocers, state grocers associations, as well as manufacturers and service suppliers. For more information about NGA, visit