KNOXVILLE, Tenn. (February 11, 2014): The Tombras Group won Best of Show at the National Grocers Association Creative Choice Awards this month for “Salute,” a 60 second television commercial created for Food City. The commercial, which honors our armed forces, originally aired the week of the Fourth of July. It has also aired for other patriotic occasions, such as Labor Day and Veterans Day.
“Gaining recognition for a campaign on the national level for a regional grocer is a great achievement,” said Dooley Tombras executive vice president and director of digital and strategic planning. “But even more important has been the response—over 3 million organic views on social media and hundreds of personal notes to Food City.”
“Best of Show” is the highest award of the Creative Choice Awards contest. Over 350 entries were judged based on the criteria of creativity, clarity and effectiveness by a panel of industry experts. The annual contest, sponsored this year by Kellogg’s and Unilever, honors the best marketing and merchandising programs in the grocery retail industry.