Store Brands Decisions Honors 17 Retailers for Innovation

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November 15, 2011

Last evening 17 retailers were honored, receiving 25 awards during the 2nd annual Store Brands Decisions Retail Innovation Awards reception in Chicago at the Hyatt Regency O’Hare during the PLMA Show.

John Failla

More than 150 invited guests attended the reception to celebrate the growth and increasing focus on store brands innovation. “We’re thrilled with tonight’s turnout because it confirms the time was right for a program to recognize store brands innovation,” said John Failla, founder of Store Brands Decisions, during his opening remarks. “With 150 store brands executive here tonight, we’ve close to doubled last year’s attendance. Thanks a lot for all of your support. We consider it a privilege to serve you.”

Earning top honors, Safeway was named Retailer Innovator of the Year for the myriad outstanding entries it submitted in all four categories of the contest -- consumer marketing, in-store merchandising, packaging design and product development. In Product Development Safeway had five excellent entries including Lucerne rBST-Free Yogurt, Lucerne Super Premium Ice Cream, Open Nature Frozen Entrees, Safeway Select Frozen Appetizers and Premium Chocolate.

Safeway's team accepting the Retailer Innovator of the Year award.

In Packaging Design Safeway submitted innovations in snacks and coffee packaging. The Snack Artist line features full zip-lock resealability, as well as attention-grabbing and whimsical design. With its Safeway Select Coffee it improved packaging and enhanced shopability by color-coding graphically designed cups on the packaging that designate flavors and boldness.

In Consumer Marketing, Safeway presented a fully integrated program for its Open Nature 100% natural line, including consumer events, social media, traditional advertising, online advertising and in-store programs. In the In-Store Merchandising category, Safeway entered its $5 Friday & Top Shopper Program, which featured back to basics in-store advertising and merchandising in the produce section, which created excitement and increased shopper traffic.

“Thank you for the recognition. It’s very humbling to get an award for ideas… ," said Joe Ennen, senior vice president consumer brands for Safeway. "I’d also like to thank the retailers in the room. Genuinely, you guys inspire us every day. We’re in your [stores] on a pretty routine basis and seeing the great work that everyone in this room is doing inspires us, pushes us to raise the bar. I really believe that a rising tide raises all boats. The better we all get, the better we’re going to be at satisfying shoppers and getting them to trust store brands more and more. And, lastly, I want to thank this great team of people behind me who are absolutely passionate about trying to be the best that we can possibly be at giving shoppers what they are looking for. This award belongs 100 percent to them…. and I give them a round of applause.”

The Target store brands team flanked at left by Maureen Azzato, editor of Store Brands Decisions.

Seven retailers received multiple awards with Target leading with three, and Delhaize America, OfficeMax, Whole Foods, Roundy’s Supermarkets, Spartan Stores and BJ’s Wholesale Club each winning two awards.

In the Consumer Marketing-Beverage category, Winn-Dixie won for its Causal Water Marketing program, while for Consumer Marketing - Fresh Foods, Smart & Final won for its Cattleman's Finest Grill Up Your Summer marketing program. For In-Store Merchandising, Roundy's Supermarkets earned the innovation award for its Select Salads To Go.

The OfficeMax store brands team with John Failla, founder of Store Brands Decisions (second from the right.)

For Packaging Design, the following companies and products were recognized:

• Adult Beverages: Walmart for Oak Leaf/Lean+Green Bottle;
• Beverages: Roundy's Supermarkets for Vero Coffee & Gelato;
• Fresh Foods: Sam's Club for Artisan Fresh;
• Frozen Foods: Spartan Stores for Spartan Premium Ice Cream;
• Grocery: Target for Archer Farms Dry Grains; 
• Candy: The Fresh Market for The Fresh Market Chocolate Bars;
• General Merchandise: OfficeMax for Engage Computer Accessories;
• Health & Beauty Care: Topco for Top Care Vitamins;
• Household Products: The Kroger Company’s Home Sense line; and
• Packaging Design Structure - Fresh Foods: Ahold USA for Cracker Cuts Pre-Sliced Cheese.

In Product Development, which once again was intensely competitive this year, the following companies and innovations were honored:

• Beverages: Target for Archer Farms Sea Salt Caramel Hot Cocoa
•  Fresh Bakery: BJ's Wholesale Club for Wellsley Farms Whole Grain White AHA (American Heart Association) Bread;
• Fresh Dairy: Delhaize America for Taste of Inspirations Greek Yogurt;
• Frozen Foods: BJ's Wholesale Club for Earth's Pride Organic Burger Line;
• Frozen Dessert: Target for Archer Farms Imported From Italy Premium Gelato;
• Grocery: Delhaize America for Nature's Place Omega 3 Fortified Dried Cranberries;
• Snacks: 7-Eleven for 7-Select Big Bite Hot Dog Rippled Potato Chips;
• Free-From Foods: Spartan Stores for it Gluten-Free Rice Pasta & Cheddar;
• Refrigerated Foods: Whole Foods Market for 365 Organic Liquid Egg Whites;
• General Merchandise: OfficeMax for DiVOGA Catherine Collection; and 
• Health & Beauty Care Whole Foods Market Azalea Organic Feminine Care

Judges of the Store Brands Decisions 2nd annual Innovation Awards were Doug Palmer, DAPCO Inc.; Tom Stephens, Brand Strategy Consultants Inc.; Steve Howell, The Austin Clark Group; and Store Brands Decisions.

For the second consecutive year GROUP360 Worldwide was the presenting sponsor of the program, and TreeHouse Foods joined as a sponsor this year as well. “Congratulations to all of this year’s winners and a special thanks to our sponsors,” said Failla. “Your support of the program is greatly appreciated.”

Store Brands Decisions will publish an Innovation Awards SPOTLIGHT in January featuring all of this year’s winning entries in more detail, accompanied by photos of the innovations.

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