No Imitators Here
The call for nominations for the 2014 Store Brands Innovation Awards resulted in an impressive array of entries from retailers across North America representing a variety of channels. From great new products and packaging to creative in-store marketing and merchandising, consumer marketing, TV advertising and digital media, the entries in our fifth annual awards program (formerly the Store Brands Decisions Innovation Awards) are an outstanding lot overall.
Ultimately, however, we had to choose one winning retailer in each category — and also select one overachieving retailer for prestigious Retailer Innovator of the Year honors. To help us make our decisions here, we solicited the input of our esteemed panel of judges: Doug Palmer, senior vice president, Agro Sevilla-USA Inc.; Tom Stephens, founder of Brand Strategy Consultants Inc.; Steven Howell, managing director for the Austin Clark Group; and Terry Lee, founder of Private Brand Advisors.
This year’s retailer winners are profiled within this article and also will be honored at a cocktail reception and special dinner on Nov. 17 at the Hyatt Regency O’Hare hotel in Rosemont, Ill.
Retailer Innovator of the Year
Metro Inc.
Garnering four Product Development awards and three Packaging Design awards this year, Montreal-based Metro Inc. has demonstrated a commitment to innovation that cannot be matched. From first-to-market product launches such as its Irresistibles Cream Cheese & Greek Yogourt Spread to creative packaging introductions such as its Selection superhero-themed garbage bags, the retailer strives to stand out in a crowd of national brand and store brand competitors. We congratulate Metro for earning our 2014 Retailer Innovator of the Year honors!
Consumer Marketing Award
Whole Paws Fall 2013 Launch Campaign
Whole Foods Market
After launching its Whole Paws pet food brand, Whole Foods Market, Austin, Texas, wanted to execute a marketing program that could effectively communicate the efforts that had gone into creating the line and the quality of the line. In addition to creating in-store and digital materials, the retailer says it planned a number of outdoor events to tout the line, including “barking lots,” “yappy hours” and even a “Dogtoberfest” at its newest Austin location. Many of the events supported local animal shelters and rescue organizations, where the company donated Whole Paws food to the cause.
As part of the launch and campaign, Whole Foods Market also designed and produced 2-ounce pouches of each dry food variety to allow customers’ pets to sample the products. In addition, the retailer says it sampled Whole Paws reusable wet food lids and dry food scoops to support the launch.
Digital Media Award (Tie)
First Street Ice Cream Cowdown
Smart & Final Stores
To support a chain-wide two-week promotion on its First Street ice cream, Smart & Final executed a social media campaign syndicating content via Facebook, Twitter, Pinterest and blog posts. The retailer says it held a sweepstakes via Facebook, where customers could win one of 10 Amazon Kindle Fire tablets. To gain entry into the sweepstakes, customers had to visit and like the retailer’s contest page and vote for their favorite flavor ice cream or ice cream novelty. The theme for the sweepstakes was a state fair, with cartoon cows accompanying each flavor to make the sweeps fun.
Smart & Final says it enlisted five bloggers to create recipes, using First Street ice cream or ice cream novelty products, that could be found at the state fair. The bloggers posted pictures of their families consuming the products and shared them through the Smart & Final Facebook, Twitter and Pinterest pages — and as links on the Smart & Final “Social Circular,” an aggregator website that consolidates all the information from the retailer’s different social media pages. The promotion produced a 28 percent increase in First Street ice cream sales over the prior year.
Digital Media Award (Tie)
“Winning the Shopper with Value She Can Trust”: Well at Walgreens Brand Campaign 2014
Walgreen Co.
To drive demand and purchase consideration for Well at Walgreens brand products, Deerfield, Ill.-based Walgreen Co. developed a campaign to position its health and wellness products as the solution and preferred choice for everyday health and wellness needs. The campaign’s objectives were to drive demand at shelf for the Well at Walgreens brand, educate and drive awareness, differentiate the products from national brands and build equity by driving consumer engagement with the brand, Walgreens says.
The campaign amplified an in-store brand promotion with an innovative surround-sound digital campaign engaging customers to build preference and loyalty. Paid media support included contextual targeted displays on WebMD and Dr. Oz, an audience-targeted video and rotational mail log-in unit on Yahoo!, an audience-targeted video across DEFY media network, an audience-targeted social media effort on Facebook and Twitter, and more. Walgreens says awareness and trial for the Well at Walgreens brand increased 13 percent post campaign, while share of voice increased 22 percent versus competitor conversation around health and wellness during the campaign period.
In-Store Merchandising Award
Over the Top Line
Topco Associates LLC
Recognizing that consumers often have to run from one store to another trying to find decorating and baking supplies, Elk Grove Village, Ill-based Topco Associates created the Over the Top brand. The line of 120-plus baking and decorating supplies sports fun colors and a wide assortment of products. And most important on the merchandising side, the brand provides retailers with marketing tools, a creative website and a fully assembled in-store merchandising gondola display.
Boasting a hot pink dominance amidst an array of vivid, eye-catching colors, the Over the Top line has successfully caught the consumer’s eye, Topco says, with both trial and repeat purchases. Overall sales have surpassed the $2 million mark since the brand’s inception in fall 2013 and are expected to escalate with the onset of this year’s baking season.
TV Advertising Award
Ology Brand Awareness
Walgreen Co.
Faced with low brand awareness and trial for its Ology brand, Walgreens says it created TV executions that strategically and creatively leaned on the featured benefits of the Ology brand: no harmful chemicals and tree-free products that are safer and better for the environment. The goal was to generate intrigue, awareness and trial of the store brand lineup.
The campaign was a huge success, driving record level Ology brand awareness, Walgreen says, and motivating trial among non-users.
PRODUCT DEVELOPMENT AWARDS
Beverages, Non-Alcoholic
365 Everyday Value Organic Watermelon Lemonade
Whole Foods Market
Whole Foods Market says it created the seasonal 365 Everyday Value Organic Watermelon Lemonade to generate some excitement for summer. The first to market with this particular flavor profile, the retailer includes real organic watermelon juice within the product. Watermelon juice is increasing in popularity as consumers become more aware of the health benefits associated with it.
The introduction brought with it no cannibalization of Whole Foods’ existing organic lemonade flavors, and the retailer says it was able to drive more overall lemonade sales with the seasonal offering.
Beverages, Alcoholic
Viva La Fructa Sangria
BevMo!
Hand-crafted in California, Viva La Fructa Sangria boasts a blend of premium red zinfandel wine and natural fresh fruit concentrates, notes Finn Partners, the company that entered the product from Concord, Calif.-based BevMo! into the competition. Product developers tasted more than 100 different combinations of natural fruit concentrates to identify the best blend — a mix of pomegranate, orange, raspberry and lime fresh fruit concentrate with a little CO2.
Designed to capture the taste of traditional made-at-home sangria, the product was inspired by wine consumers looking for a drink that could be easily shared with friends, Finn Partners says. The sangria comes in a bottle with a convenient twist-off cap to meet that need.
Candy and Confectionery
Irresistibles Espresso Mix
Metro Inc.
Metro’s Irresistibles Espresso Mix combines dark chocolate, milk chocolate with roasted almonds, filberts, pecans and coffee beans to make every bite “a symphony of taste that plays with your senses,” the retailer said. To create the mix, Metro conducted development on various types of nuts and component amounts to ensure the right balance. It also had to find a way to balance the strong flavors of the coffee beans and dark chocolate with the sweetness of the milk chocolate and roasted nuts.
Peanuts were excluded from the mix, Metro says, to maintain the premium nature of the blend. The result is a truly unique blend that serves as an afternoon indulgence or a perfect party snack.
Fresh
Irresistibles Cream Cheese& Greek Yogourt Spread
Metro Inc
By combining Greek yogurt and cream cheese, Metro says it was able to create a unique light-tasting alternative to cream cheese. The product uses 100 percent Canadian milk and matches the fat content or is lower in fat than traditional light cream cheese products.
Great-tasting and spreadable, Irresistibles Cream Cheese & Greek Yogourt Spread was the first product of its kind to be introduced to the market in Canada, Metro notes.
Snacks
First Street Potato Chips
Smart & Final Stores LLC
Smart & Final, Commerce, Calif., wanted to increase the sales and penetration of private label snacks, which had been in decline. The retailer says it met with a variety of potato chip suppliers in search of the best-tasting chip and conducted extensive testing and cuttings with executives and associates.
The result was a great-tasting new product line augmented by redesigned packaging that gave the product a premium look. Thanks to high quality and strong marketing support for the launch, Smart & Final says it realized a 160 percent increase in unit sales and a 103 percent increase in dollar sales.
General Merchandise
Selection Fruit & Vegetable Storage Bags
Metro Inc.
Product development for the Selection Fruit & Vegetable Storage Bags involved the management of air flow in plastic bags to prolong the durable life of produce in the refrigerator, Metro says, as excess moisture in storage can promote spoilage of produce. The new BPA-free bags allow excess moisture to escape.
Metro says it worked with its supplier to develop the correct pattern and design to promote the desired function without compromising performance. The new bags help extend the shelf life of produce in consumers’ refrigerators.
Frozen Non-Desserts
Irresistibles La Torta
Metro Inc.
Recognizing that frozen pizza is a saturated category, Metro wanted to come up with a unique concept within the category. Its Irresistibles La Torta, featuring mozzarella, parmesan and eggplant, is a first-to-market concept that also includes a new flaky-type, deep-pan-style crust and a rich sauce for a totally different pizza experience, the retailer says.
In creating the product, Metro says it had to find a way to maintain a flaky crust in baking while still providing ample sauce and toppings. The resulting “sophisticated and decadent” product features a balance of flavors and can be used for meal occasions or cut small for party appetizers/hors d’oeuvres.
Grocery
Archer Farms Spicy Maple Bourbon Fresh-Pack Pickle Spears
Target Corp.
Part of a new pickle line, Archer Farms Spicy Maple Bourbon Fresh-Pack Pickle Spears boast sweet and spicy flavors that marry perfectly together, Minneapolis-based Target says. The pickles represent a new, innovative flavor and product in the pickle category. What’s more, this particular flavor combination has been the No. 1 selling SKU within the product assortment and has been performing above plan, the retailer says.
Pet Food and Pet Care
Whole Paws Grain Free Dry Dog Food
Whole Foods Market
Recognizing that grain-free options represent an emerging trend within the growing premium pet food space, Whole Foods Market says it decided to launch a grain-free dry dog food item into its product assortment. The resulting Whole Paws Grain Free Dry Dog Food, featuring a salmon and sweet potato recipe that further differentiated it, was the first grain-free private brand pet food to hit the market.
Since its launch, the product has become the best-selling dry grain-free item in the dry dog food subcategory for Whole Foods Market, outselling the next best-selling branded grain-free dry dog food two to one, the retailer says.
Frozen Desserts
365 Everyday Value Fair Trade Ice Cream
Whole Foods Market
With the introduction of two ice cream flavors under the 365 Everyday Value Fair Trade brand, Whole Foods Market became the first retailer to launch a private label Fair Trade ice cream program. The two flavors, Coffee and Chocolate, are certified by Fair Trade USA, the retailer says, and contain at least 62 percent Fair Trade ingredients.
Children’s Health and Beauty Care
Well at Walgreens Children’s TeeterBrush
Walgreen Co.
Recognizing that children often leave their toothbrushes on the bathroom counter after brushing — which can leave a wet mess in the bathroom and also expose the head of the brush to bacteria — Walgreens introduced the Well at Walgreens Children’s TeeterBrush. The toothbrush wobbles, rocks and sways, the company says, but never topples over.
The weighted structure keeps the toothbrush upright and helps the bristles dry quickly. The product features honeycomb grip technology, premium bristles and a child-size compact head, Walgreens says.
Health and Beauty Care
CVS pharmacy Aftersun Fizzy Cooling Foam
CVS/pharmacy
CVS pharmacy Aftersun Fizzing Cooling Foam is unique to the market, as it provides a new delivery system for after sun relief, notes Emilia Personal Care, which submitted the entry for Woonsocket, R.I.-based CVS/pharmacy. The product crackles on contact with the skin. As it is absorbed into irritated sunburned skin, the foam soothes the skin and provides cooling relief.
According to Emilia Personal Care, the multifunctional product is first to the market and provides a fun alternative for helping to relieve the pains associated with sunburns and other skin irritations.
PACKAGING DESIGN AWARDS
Redesigned Product Line
America’s Choice brand
The Great Atlantic & Pacific Tea Company Inc. (A&P)
Customers recognized and trusted the America’s Choice brand from Montvale, N.J.-based A&P for its quality and affordability, says design firm CBX, which entered the retailer into the awards competition, but the brand’s visually disparate presentation caused it to be lost at the shelf. The new look and feel captures the innocence and cheerfulness of the America’s Choice brand and better connects with the consumer at an emotional level. The new consistent, dependable visual architecture, meanwhile, improves shopability and brand loyalty.
New Product Line
LiveGfree gluten-free line
ALDI Inc.
ALDI, Batavia, Ill., launched its line of gluten-free products, LiveGfree, with 17 gluten-free items initially offered as limited-time special buys, according to Weber Shandwick, the agency that entered the line into the awards competition. Products in the line include pastas, cookies, baking mix, pizza and wraps. The national rollout timing of the line was accelerated so all stores will carry the full line this fall.
High-quality product photography is the focal point of each package in the line. The packaging also features a pale blue background, while the prominent text on the package is the “LiveGfree” brand logo and the words “gluten free” to call attention to the specialty nature of the products, the agency says.
Beverages, Non-Alcoholic
Winn-Dixie Vanilla Iced Coffee
Winn-Dixie Stores Inc.
Winn-Dixie Vanilla Iced Coffee combines the sweet, aromatic and slightly smoky flavor of vanilla with the classic taste of coffee for a delightful combination at a good value, notes Daymon Worldwide, which entered Jacksonville, Fla.-headquartered Winn-Dixie into the awards competition. Featuring large, enticing product photography against a refreshing white and blue background, the packaging for the product clearly conveys its contents while tempting shoppers to trial.
Snacks
Kroger Hot Buffalo Style Pretzel Pieces
The Kroger Co.
For its Kroger brand Hot Buffalo Style Pretzel Pieces, Cincinnati-based Kroger wanted to create a packaging design that is not only unique and arresting at the shelf, but also has appetite appeal to encourage purchase. The retailer says it chose a unique design on a matte substrate to accomplish its goal. Kroger has seen very positive results at retail, with shoppers showing a high repeat purchase rate.
Frozen Desserts
Prestige Fruit Bars
Winn-Dixie Stores Inc.
Winn-Dixie’s Prestige Fruit Bars sport packaging with deep colors that provide a dramatic background for the large product photo. It’s a premium look for a premium product that features 100 percent fruit. The launch serves to extend the Prestige ice cream brand into other premium frozen novelties, says Daymon Worldwide, which entered the retailer into the awards competition.
Fresh
fresh&easy Ready to Eat Snack Cups
Fresh & Easy Neighborhood Market
The fresh&easy Ready to Eat snack cups from Fresh & Easy, El Segundo, Calif., offer a healthful twist for on-the-go snacking, says the Creative Pack, which entered the retailer into the awards competition. The range includes a variety of interesting fresh combinations, from traditional pretzels and hummus to more unique combinations such as carrots and snap peas in a ginger hoisin dip.
The cups are designed to contain healthy portion sizes while still being able to fit in a car’s cup holder. The labels, with colors that complement the contents inside, are designed to be playful. A handwritten font, chosen for its relaxed vibe, is reminiscent of a mother’s note to her child in their lunchbox, the Creative Pack notes. Each item features an illustration of fruit and veggies in the background.
Grocery
Schnucks Gluten-Free Baking Mixes
Schnuck Markets Inc.
Schnuck Markets, St. Louis, developed four Schnucks gluten-free baking mixes: Chocolate Cake, Fudge Brownie, Chocolate Chip Cookies and Honey Cornbread. The mixes represented Schnucks’ entry into the growing category of alternative baking products, the retailer said.
The line features beautiful photography against a white background. Splashes of bright colors in the form of a horizontal bar on the bottom (with the “you don’t need wheat to bake a delicious treat” tagline) and a circular callout for the mix variety add interest and attract shopper attention.
Candy and Confectionery
Irresistibles Espresso Mix
Metro Inc.
To distinguish the Irresistibles Espresso Mix, Metro says it is promoting the product as gourmet, focusing on a pleasurable experience. The photograph the retailer chose is designed to portray all of the richness and intensity of the chocolate, as well as to conjure up the pure pleasure and indulgence of the moment.
The packaging is eye-catching, with its own personality. It not only conveys the high quality of the product, Metro says, but also highlights the subtlety of the product’s flavors and aromas.
Health and Beauty Care
EverVescence skincare line
H-E-B
The EverVescence skincare line from H-E-B, San Antonio, is formulated with PhytoCellTec, a plant stem cell technology extracted from a rare Swiss apple, according to Emilia Personal Care, which entered the retailer into the awards competition. The products help reduce the appearance of fine lines, wrinkles and tired skin.
The line catches consumers’ attention by using eye-popping metallic foil printing and a bright blue and silver color scheme in compact boxes and tubes. Using high-quality components as the base, as well as a beautiful label/box design, H-E-B communicates a quality product, Emilia Personal Care says.
Frozen Non-Desserts
Irresistibles Mediterranean Flatbread
Metro Inc.
Irresistibles Mediterranean Flatbread is an innovation within Metro’s pizza line, and the retailer wanted to create a package that quickly and effectively communicated the product’s innovative aspects. The wood background conveys the product’s authenticity and tradition, Metro says, while the blend of textures in the product comes through well in the beautiful photo.
“You can smell the aromas and taste the flavors of Mediterranean cuisine when you look at that picture!” Metro says.
Beverages, Alcoholic
Twirl Pinot Grigio
BevMo!
When creating the new Twirl brand, BevMo! understood that an attractive and attention-grabbing package would make the wine stand out on store shelves, says Finn Partners, which entered the retailer into the awards competition. The retailer wanted a non-traditional name and selected Twirl to represent dancing, celebrations and happy occasions, all of which appeal to female shoppers.
The design was created to match the name, Finn Partners explains. The logo and label feature bright, fresh colors, while the twirl pattern design represents movement and style.
Baby Care
Kuddles Baby Wash
Winn-Dixie Stores Inc.
The Kuddles brand stretches across the baby aisle into many categories, so the packaging has to resonate with the customer and “stretch the brand,” according to Daymon Worldwide, which entered Winn-Dixie into the awards competition. The packaging design features appealing baby photography, a distinctive Kuddles logo and a clean look. The brand is very visible on shelf and stretches well from diapers and wipes to formula, food and health and beauty products.
General Merchandise
Selection Garbage Bags
Metro Inc.
Consumers want their garbage bags to be strong, tear-resistant, watertight and easy to use. To clearly communicate the key attributes of its Selection Garbage Bags, Metro opted to include an illustration of a “superhero” character in the packaging design. The large drawing not only attracts attention, but also works to make shoppers more confident in the quality of the retailer’s garbage bags.