NGA Reveals 2025 Creative Choice Award Winners
The National Grocers Association (NGA), the trade organization representing the independent supermarket industry, has unveiled the winners of its annual Creative Choice Awards, which honors outstanding marketing and merchandising programs from independent grocery retailers across North America.
Winners will receive their awards at The NGA Show, slated for Feb. 23-25, 2025, at the Caesars Forum Convention Center, in Las Vegas. The awards presentation will be sponsored by Kellanova and Unilever during the opening general session on the morning of Feb. 25, which will also include panel discussions with the winners, moderated by Rick Brindle, a CPG industry veteran who recently took on an advisory role supporting the expansion and distribution of Wakefern Food Corp.’s Di Bruno Bros. portfolio of products.
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Judged by a panel of industry experts and trade press members, the contest consists of various categories in which one winner and, in most categories, one honorable mention are chosen from among smaller and larger operators. The judges selected category winners based on creativity, clarity, innovation and effectiveness of each entry. Two special recognition award winners were also chosen. NGA received more than 300 award entries across all categories.
New categories this year were Multicultural Marketing, which recognizes efforts to engage with diverse community members, and Top Pick for Talent, which honors efforts to make grocery a viable career option for those entering the workforce. Further, the fresh merchandising categories were divided into separate departments: meat and seafood; bakery, deli, prepared foods and foodservice; dairy; and produce/floral. Finally, two crossover categories encompass elements of both marketing and merchandising: Private Label/Store Brands and Shopper Experience.
“The Creative Choice Awards continue to showcase the incredible innovation and ingenuity of independent grocers,” said Laura Strange, chief communications and engagement officer and SVP at Washington, D.C.-based NGA. “We continue to be impressed by the way independent grocers are finding new ways to engage with their customers both inside and outside the physical store.”
Among the category winners, one Outstanding Marketer and one Outstanding Merchandiser will be picked by the independent supermarket community and their supporters via online voting, open through 11:59 p.m. PST on Sunday, Feb. 23. The Marketing and merchandising category winners will be revealed at The NGA Show.
The 2025 Creative Choice Awards recipients are as follows:
Digital Connections
Smaller operator (1-15 stores): Broulim’s Fried Chicken
Honorable Mention: Dorothy Lane Market The DLM Experience
Larger operator (16-plus stores): Harps Food Stores The Meatloaf Lady
Honorable mention: Freson Bros. Dinner Boxes and Catering
Traditional Media – TV, Radio and Print
Smaller operator: Corner Market Food is Fun
Honorable mention: Adams Fairacre Farms Hudson Valley Fresh Dairy Farmers
Larger operator: Fareway Stores Field of Dreams
Honorable mention: Freson Bros. Dinner Boxes and Catering
Innovations in Integrated Media
Smaller operator: Oliver Lemon’s Mega Meat Sale
Honorable mention: Kennie’s Marketplace Loyalty Program
Larger operator: Roche Bros. Backyard BBQ Summer Instant Win Game
Honorable mention: Freson Bros. Cutie Pies
Community Engagement
Smaller operator: Burns Family Neighborhood Markets Supermarket Smiles
Honorable mention: Walt Churchill’s Market Seagate Food Bank
Larger operator: ShopRite RU Ready for Game Day
Honorable mention: Leevers Locovore Localpalooza
Grand Opening or Remodel
Smaller operator: Edwards Food Giant Lakewood Village Grand Opening
Larger operator: Macey's Market Little Cottonwood Grand Opening: Building Stores Around Community
Honorable mention: ShopRite of Old Bridge Grand Re-Opening
Multicultural Marketing
Smaller operator: Teloloapan Meat Market Fiestas Patrias
Honorable mention: Arteaga’s Food Center Posadas
Larger operator: ShopRite So Yummy: Celebrating Hispanic Heritage Month
Honorable mention: Allegiance Retail Services/Foodtown Bringing Global Flavors Home for the Holidays
Shopper Experience
Smaller operator: Dorothy Lane Market Annual Wedding Showcase
Honorable mention: BriarPatch Food Co-op First Birthday for Second Store a Success
Larger operator: Harps Food Stores The Meatloaf Lady
Honorable mention: Freson Bros. Alberta Beef Round-up
Top Pick for Talent
Smaller operator: Teloloapan Meat Market Mes de Mujer
Larger operator: SpartanNash Careers for a Better Life
Honorable mention: Coborn’s Why I Love Coborn’s
Local, Specialty or Emerging Products
Smaller operator: Trig’s We Got Crab Claws
Honorable mention: Bianchini’s Market Taste Local
Larger operator: Freson Bros. Cutie Pies
Honorable mention: Rosauers x Spiceology
Fresh: Meat/Seafood
Smaller operator: Trig’s We Got Crab Claws
Honorable mention: Oliver Lemon’s Mega Meat Sale
Larger operator: Roche Bros. Perishables Brand Campaign
Honorable mention: Coborn’s Great Summer Grill Out
Fresh: Bakery/Deli/Prepared Foods/Foodservice
Smaller operator: Dorothy Lane Market The DLM Experience
Honorable mention: Broulim's Fried Chicken
Larger operator: Harps Food Stores The Meatloaf Lady
Honorable mention: SpartanNash Deli Meal Solutions
Fresh: Dairy
Smaller operator: Adams Fairacre Farms Hudson Valley Fresh Dairy Farmers
Larger operator: Houchens Food Group Dairy Month
Fresh: Produce/Floral
Smaller operator: Broulim’s Hatch Chile Roasting Festival
Honorable mention: Adams Fairacre Farms Farmers Campaign
Larger operator: Freson Bros. Flower Market Social Media Awareness Campaign
Honorable mention: IGA US Highbush Blueberry Council Boost of Blue
Center Store/Frozen
Smaller operator: Moose’s Market Merchandising Success
Honorable mention: Price Chopper Frugal Frank Shows Savings
Larger operator: Coborn’s More Monday/Wow Wednesday/Fuel Frenzy
Honorable mention: Houchens Food Group Frozen Food Month
Special Recognition
Excellence in ESG Award, presented by Kellanova: Festival Foods Turkey Trot
People Positive Award, presented by Unilever: Coborn’s Celebrating A Sense of Belonging
