Apr 22, 2002
Miami Beach, FL — April 22, 2002 — Recognizing outstanding creativity and originality in supermarket advertising, the Food Marketing Institute (FMI) and Good Housekeeping magazine have announced the winners of the 53rd Annual Supermarket Advertising Merit Awards competition. The awards were presented during the 2002 Advertising/Marketing Executive Conference being held here.

“As we recently learned from FMI’s new research report, New Directions in Advertising: Marketing a Retail Brand, advertising messages are more important to retailers now than ever before,” said Pat Shinko, FMI’s director of education and the awards coordinator. “The winning advertising campaigns in this competition are integral components of retailers’ branding strategies — they convey trust, loyalty and value to the consumer.”

The awards recognize innovation and achievement among supermarket advertisers. Judging is done on the basis of creative communication, relationship-building and the ability to generate quick turnaround at point-of-purchase. Award categories, first place finishers and merit award winners are:

Newspaper Advertising – Black and White: (First Place) Price Chopper Supermarkets, Schenectady, NY; (Merit) Cold Storage Singapore, Singapore, Singapore

Newspaper Advertising – Color: (First Place) Haggen, Inc., Bellingham, WA; (Merit) D & W Food Centers, Inc., Grand Rapids, MI

Newspaper Advertising – Price Promotion: (First Place) Nugget Markets, Woodland, CA; Schnucks Markets, Inc., St. Louis, MO

Newspaper Advertising – Weekly Circular: (First Place) Bruno’s Supermarkets, Inc., Birmingham, AL; (Merit) New Seasons Market, Portland, OR

Newspaper Advertising – Public Service: (First Place) The Stop & Shop Company, Quincy, MA; (Merit-tie) Publix Supermarkets, Lakeland, FL; and Winn-Dixie Stores, Inc., Jacksonville, FL

Newspaper Advertising – Customer Service/Store Image: (First Place) Wegmans Food Markets, Inc., Rochester, NY; (Merit) Price Chopper Supermarkets, Schenectady, NY

Direct Mail: (First Place) Haggen, Inc., Bellingham, WA; (Merit) Wegmans Food Markets, Inc., Rochester, NY

Magazine: (First Place) Publix Supermarkets, Lakeland, FL; (Merit) Bruno’s Supermarkets, Inc., Birmingham, AL

Company Web Site: (First Place) Wegmans Food Markets, Inc., Rochester, NY; (Merit) Roundy’s, Pewaukee, WI (Pick ‘N Save)

Radio – Price Promotion: (First Place) Price Chopper Supermarkets, Schenectady, NY; (Merit) Fred Meyer, Portland, OR

Radio – Customer Service/Store Image: (First Place) Roundy’s, Pewaukee, WI;
(Merit) Associated Wholesale Grocers, Kansas City, KS

Television – Price Promotion: (First Place-tie) Bruno’s Supermarkets, Inc., Birmingham, AL; and Fred Meyer, Portland, OR; (Merit) Giant Food, Inc., Landover, MD

Television – Customer Service/Store Image: (First Place) Roundy’s, Pewaukee, WI;
(Merit) Publix Supermarkets, Lakeland, FL

Multi-Media Campaign: (First Place) Wegmans Food Markets, Inc., Rochester, NY; (Merit) Albertson’s, Inc., Boise, ID

The contest, founded in 1949, is one of the oldest ad awards programs in the country. McCall’s magazine was the initial sponsor, continuing until 1967 when Woman’s Day assumed that role. Good Housekeeping magazine became the official sponsor in 2000.

For details about the 2003 FMI Advertising Merit Awards competition, please contact Pat Shinko at FMI (202-452-8444).