Freson Bros. “Charlie’s birthday, famous sourdough starter" has been presented with a Creative Choice Award in the category of fresh departments, large operator by The National Grocers Association (NGA). The trade association representing the independent supermarket industry, along with sponsoring partners The Kellogg Company and Unilever, revealed the winners of its annual Creative Choice Awards at The NGA Show in Las Vegas, Nev.

The awards honour and recognize the best marketing and merchandising programs in the grocery industry. Winning campaigns were 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 honourable 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.”