QUINCY, IL and NEW YORK, Feb. 15, 2023 — Niemann Foods Inc. and its County Market banner was awarded the top spot in the category of Local, Specialty or Emerging Products in the National Grocers Association annual Creative Choice Awards, which honors and recognizes the best marketing and merchandising programs in the grocery industry.
Winners of the Creative Choice Awards are honored and receive national recognition at The NGA Show, taking place Feb. 26-28, at the Caesars Forum Convention Center in Las Vegas.
Supported by tcc, the world’s leading provider of loyalty programs for supermarkets and other retailers, County Market, with 39 stores in Illinois, Indiana, Iowa and Missouri, ran the Hey Clay Fruit and Veg Friends promotion May 18 to July 12, 2022. For every $20 spent, customers received one free pack of clay which came in eighteen different colors to be molded into a variety of fruit and vegetable characters. The campaign was supported by in-store displays and signage, and an app and website with instructions on how to create the Fruit and Veg Friends.
“Niemann Foods/County Market has been a pillar in the communities we serve since the company was founded over one hundred years ago,” said Ron Cook, VP and director of marketing at Niemann Foods, operator of County Market. “The Hey Clay Fresh Fruit and Veg Friends campaign strengthened our position in our communities by showing we care about the health and nutritional education of our children.
“We touched thousands of families through distribution of Hey Clay at the check-stands, and thousands more with our donations and our customers’ donations to local schools and organizations. Loyalty is built over time with actions that show you understand and care about your customers. In that regard, the Hey Clay campaign helped to strengthen our relationship with our County Market loyal customers.”
The announcement from The National Grocers Association:
National Grocers Association Reveals 2023 Creative Choice Award Winners
Industry expert Meg Major returning as award host during The NGA Show, Feb. 26-28 in Las Vegas
Washington D.C. – The National Grocers Association (NGA), the trade association representing the independent supermarket industry, along with sponsoring partners The Kellogg Company and Unilever, have revealed the winners of their annual Creative Choice Awards, which honors and recognizes the best marketing and merchandising programs in the grocery industry.
Winners of the Creative Choice Awards gain respect throughout the industry and receive national recognition at The NGA Show, taking place Feb. 26-28, 2023, at the Caesars Forum Convention Center in Las Vegas. Winning campaigns will be recognized during the “Snack and See: Creative Choice Awards” session on Sunday, Feb. 26.
Judged by a panel of industry experts and trade press members, entries were accepted into eight categories in which one winner and at least one honorable mention were chosen. The judges determined category winners based on creativity, clarity, innovation and effectiveness of each entry. Additionally, two special recognition award winners were selected. In all, NGA received nearly 400 award entries.
“Independent community grocers continue to raise the bar in the creative ways they engage with their customers,” said Laura Strange, NGA’s senior vice president of communications and external affairs. “Independents are truly the industry’s most innovative marketers as they create campaigns that not only resonate with consumers, but celebrate their roles in their respective communities.”
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, open now through Feb. 27. Votes can be cast here.
Respected industry expert Meg Major will be returning as emcee of the awards presentation and moderator of the winners’ panel discussion at the 2023 NGA Show on Sunday, Feb. 26. Bringing decades of trade journalism experience, Major created the Top Women in Grocery awards program during her long tenure at Progressive Grocer. Currently the director of industry relations at NielsenIQ, Major offers an extensive knowledge of the grocery industry, adding an increased amount of depth and credibility to Creative Choice.
Connections Through Omnichannel
– Smaller operator (1-15 stores)
- Winner: Hitchcock’s Markets Omnichannel Experience
- Honorable Mention: Wright’s Market Staff Spotlights
– Larger operator (15+ stores)
- Winner: Allegiance Retail Services/Foodtown $9 a Day Challenge
- Honorable Mention: ShopRite Well Everyday
Community Engagement
– Smaller operator (1-15 stores)
- Winner: Briar Patch PatchWorks
- Honorable Mention: Dorothy Lane Market Good Neighbor 5K and Fill the Truck Challenge
– Larger operator (15+ stores)
- Winner: Needler’s Fresh Market Local Food Fest
- Honorable Mention: Cub Foods Gopher Cub Kindness September Campaign
Traditional Media – TV, Radio and Print
– Smaller operator (1-15 stores)
- Winner: Newport Avenue Market We’re Worth the Detour
- Honorable Mention: D&W Fresh Market Prime & Choice Beef Dating Profile
– Larger operator (15+ stores)
- Winner: Cub Foods Title IX 50th Anniversary Commercial
- Honorable Mention: Coborn’s Penny Pincher
Grand Opening or Remodel
– Smaller operator (1-15 stores)
- Winner: Bristol Farms Newfound Market Grand Opening Celebration
- Honorable Mention: Reynolds Market Glasgow Reynoldspalooza Grand Re-Opening
– Larger operator (15+ stores)
- Winner: Food City Cookeville Campaign
- Honorable Mention: Coborn’s Willmar, Owatonna and Williston Cash Wise
Local, Specialty or Emerging Products
– Smaller operator (1-15 stores)
- Winner: Metcalfe’s Markets We Love Local Sale
- Honorable Mention: Chris’ Food Center 2022 Stew’n It Up with MN Grown
– Larger Operator (15+ stores)
- Winner: Niemann Foods Hey Clay Fruit and Veg Friends Promotion
- Honorable Mention: Freson Bros. Peace River Sourdough
Seasonal Event
– Smaller operator (1-15 stores)
- Winner: Neiman’s Family Market Hal of a Shrimp Show
- Honorable Mention: Pay-Less Markets Earth Month
– Larger operator (15+ stores)
- Winner: Coborn’s Valentine’s Day
- Honorable Mention: Homeland Stores Home for the Holidays
Center Store/Frozen/GM/HBC
– Smaller operator (1-15 stores)
- Winner: Chris’ Food Center Frozen Food Month Never Let It Go
- Honorable Mention: Dorothy Lane Market Run for the Roses
– Larger operator (15+ stores)
- Winner: Pyramid Foods Show Me Beef
- Honorable Mention: Coborn’s Nostalgic Candy
Fresh Departments
– Smaller operator (1-15 stores)
- Winner: Dorothy Lane Market BaconFest
- Honorable Mention: AG Supermarkets Specialty Spotlight
– Larger operator (15+ stores)
- Winner: Freson Bros. Charlie’s Birthday
- Honorable Mention: Coborn’s Citrus Sale
Special Recognition
Excellence in ESG Award, presented by Kellogg: Coborn’s Inclusive Playground
People Positive Award, presented by Unilever: Coborn’s Women’s History Month
About NGA
NGA is the national trade association representing the retail and wholesale community 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 about 1.2 percent of the nation’s overall economy and is responsible for generating more than $250 billion in sales, 1.1 million jobs, $39 billion in wages and $36 billion in taxes. NGA members include retail and wholesale grocers located in every congressional district across the country, as well as state grocers’ associations, manufacturers and service suppliers. For more information about NGA, visit www.nationalgrocers.org.
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The Hey Clay campaign’s key message was focused on teaching kids the role fruits and vegetables play in a healthy diet through the creation of Hey Clay Fruits and Veg friends. The program was designed by County Market and tcc to help children learn why it’s important to include fruits and vegetables in their daily diet. In addition to healthy eating habits, the campaign also supported County Market’s community connection and commitment.
“As a community grocer with local ownership, County Market relies on the loyalty of its customer base in the face of competition from larger competitors. County Market has worked with tcc over the past two years to craft a series of campaigns intended to lift near-term sales while building long-term customer loyalty,” said Dan Dmochowski, President of North America for tcc. “Each campaign builds on the success of the previous effort and range from digital points programs redeemable for kitchen items to digital mobile games where customers can win supplier-funded prizes, and now, this very successful Hey Clay campaign.”
About Niemann Foods Inc.
Today, more than 100 grocery, pet food, hardware, pharmacies and gas stations are part of the Niemann Foods Inc. family in Illinois, Indiana, Iowa, Wisconsin and Missouri. They continue to serve their respective communities with a commitment to taking care of their customers. We have more than 4,000 NFI Associates, many that have ownership through an employee stock option purchase plan (ESOP). As associate owners there is a much stronger focus on selling fresh product, listening to and responding to customers’ needs and building lasting relationships with courteous service. A commitment that will continue to be the foundation for continued growth and success for future generations.
About tcc
tcc is an international marketing company specializing in creating loyalty platforms and campaigns that change the way shoppers think, act and feel. In a fast-paced retail environment which continues to be disrupted by increasing consumer choice, technology and innovation, customer loyalty remains a significant driver as the link between emotional resonance and transactional reward.
Using the power of data, insight and creativity, tcc delivers tailor-made solutions which engage and reward loyal customers while driving sustainable growth to retailers and brands. Active in more than 70 countries worldwide, tcc global employs more than 600 people across 34 offices. To find out more, visit tccglobal.com.