Supermarket News Category Excellence Awards David Orgel, Editor-In-Chief

Packaged Bakery Winner: Sara Lee  CATEGORY MANAGEMENT: Implementation of Category Leadership Program called S.L.I.C.E. (Sara Lee Insights for Category Excellence) to help retailers optimize category performance.  IN-STORE EXECUTION: Typically in stores seven days a week. Works directly with store managers and retail division/district managers.

Accepting for Sara Lee: Rachael Steinbach, Student, Western Michigan University and Sara Lee intern

Laundry Detergent Winner: Clorox Co.  INNOVATION: Extension of Green Works line.  SHOPPER INSIGHTS: Dedicated shopper insight group.  TYING INTO CONSUMER TRENDS: Addressing concerns over H1N1 virus.

Non-Alcoholic Beverage Winner: PepsiCo  IN-STORE EXECUTION: PepsiCo Bottling North America will allow the company to offer flexibility in fulfilling customer needs.  TYING INTO CONSUMER TRENDS: Low-calorie beverages with functional benefits are hitting the mark with consumers.  STRENGTH OF BRAND AND ASSORTMENT: G2 sports drink was the most successful new brand in 2008.

Soup Winner: Campbell’s Soup  MARKETING/PROMOTIONS SUPPORT: Spearheaded Safeway’s Love Your Heart promotion.  COLLABORATION: Worked with Kroger to develop e-Labels for Education.  STRENGTH OF BRAND AND ASSORTMENT: Improving nutritional profile of soup.

Wine Winner: E. & J. Gallo  SHOPPER INSIGHTS: Comprehensive research unveils how consumers shop for wine.  IN-STORE MARKETING: E. & J. Gallo offers education to demystify wine.  CATEGORY MANAGEMENT: Proprietary Apex Category Management System allows for a greater discussion on retailer goals.

Non-Alcoholic Beverage Winner: PepsiCo  IN-STORE EXECUTION: PepsiCo Bottling North America will allow the company to offer flexibility in fulfilling customer needs.  TYING INTO CONSUMER TRENDS: Low-calorie beverages with functional benefits are hitting the mark with consumers.  STRENGTH OF BRAND AND ASSORTMENT: G2 sports drink was the most successful new brand in 2008.

Beer Winner: Anheuser-Busch InBev  STRENGTH OF BRAND AND ASSORTMENT: Wide range in portfolio; imports, crafts, specialties, premium and popular brands.  INNOVATION: Bud Light Lime and Bud Light Golden Wheat create category excitement.  SKILLED TEAM OF EXECUTIVES: Talented workforce.

Pet Winner: Nestle Purina Petcare  MARKETING/PROMOTIONS SUPPORT: Tailors retailer-specific cause marketing efforts.  TYING INTO CONSUMER TRENDS: Sponsors food safety symposiums for retailers.  STRENGTH OF BRAND AND ASSORTMENT: Brands like Beneful and Chef Michael’s play into anthropomorphism and health and wellness trends.

Baby Winner: Nestle Nutrition  IN-STORE EXECUTION: Start Healthy, Stay Healthy planogram lifts sales 4% to 5%.  TYING INTO CONSUMER TRENDS: Start Healthy, Stay Healthy Resource Center offers parents guidance.  STRENGTH OF BRAND AND ASSORTMENT: New products take nutritional needs into account.