NGA Presents Industry Service, Creative Choice Awards

The National Grocers Association presented Charles “Chuck” Pilliter, Trader Joe’s executive vice president of operations, with its Industry Service Award on Tuesday during the 2011 NGA Annual Convention and Supermarket Synergy Showcase in Las Vegas.

“You captured the independent spirit in your first jobs as general manager and buyer in Riverside and San Bernardino, California, family-owned grocery stores, NGA President and CEO Peter Larkin said in presenting the award. “During your 26 years of service to the independent entrepreneurs that comprise Unified Grocers Inc., you were regarded as the independent’s advocate and ultimately named executive vice president and chief operating office, dedicated to assuring their competitiveness and opportunity to succeed.”

Pilliter was elected NGA chairman in 2002 and served on its board of directors from 2003 to 2009, and currently serves as an ex-officio member. Described by Larkin as “an unselfish leader who is always willing to give back to the industry,” Pilliter also has served on the California Grocers Association Board.

The NGA Industry Service Award goes to an individual or company whose years of service in the food industry have contributed to better working relations and understanding between retailers, wholesalers and manufacturers.

At Monday’s Grocers Awards Reception, NGA honored the best of show winners for its 2011 Creative Choice Awards Contest. The reception, hosted by Kellogg’s and Unilever, had more than 600 attendees.

Winner for Best of Show in Advertising was “Website and Social Media” by Day’s Markets of Heber City, Utah. The winner for the Best of Show in Merchandising was “BYU Ads” from Macey’s in Rose Park, Utah. Both entries were submitted by Associated Food Stores.

The Day’s Markets Heber team, which launched the Day’s Marketplace website a year ago, has gone on to build a unique online community. The team launched a Facebook fan page, which quickly outpaced website traffic. The Facebook features information about upcoming store events and special promotions, and allows guests to ask questions or leave comments. Day’s Marketplace also recently partnered with a local web developer to build its own social network, featuring videos, web-only coupons and a variety of communication tools.

Macey’s has long enjoyed being a sponsor of Brigham Young University. The university and its athletic teams are some of the most popular in the state and Macey’s has successfully tied its stores to the well-supported BYU Cougars. As part of its sponsorship, Macey’s has advertised in the university's daily newspaper. Rather than a traditional item and price ad, Macey’s elected to take a lighter approach and utilize its products to playfully tease the competition. Macey’s witty use of store products garnered attention and influenced perception among a difficult-to-reach audience.

The Creative Choice Awards Contest recognizes the best advertising and merchandising efforts in the grocery industry. The winners were selected out of 25 different advertising and merchandising categories. All entries were judged by a panel of industry experts, and winners were selected based on the creativity, clarity and effectiveness of the entry.

For a full list of Creative Choice Award Contest Winners by category, visit www.nationalgrocers.org.