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.