|Congratulations to the A better choice! team
We are delighted to share that, A better choice! has won the 2021 PMA-Produce Plus Marketer of the Year Award (MOYA).
The award, known as Australasia’s premier marketing award for the fresh fruit, vegetable and floral industry, was won in recognition of the Shop&Win campaign and was presented at the Hort Connections Gala Dinner held in Brisbane last week.
Launched in March, Shop&Win was a shopper rewards programme, where the offer of substantial weekly prizes provided an incentive for consumers to shop at their local independent grocer.
MOYA judges were impressed by the way the campaign harnessed a wide range of marketing tools – from point-of-sale activations through to digital advertising – to drive awareness of the competition, along with participation.
The MMA and Fresh State co-fund the base of the A better choice! program in Victoria, with staff from both businesses working together to coordinate national and Victorian-based marketing initiatives.
Both Mark Maskiell, CEO of the MMA, and Shane Schnitzler, President of Fresh State, were happy to see the team’s hard work recognised.
“This program was established to promote the independent retailers, greengrocers and fruiterers of Australia, who are key buyers of the Central Markets. Independent retailers are such a large and important part of the history of this great industry, and when they prosper, it benefits the whole Central Market supply chain. We are so proud that the ‘A better choice!’ initiative has received this award in recognition of its outstanding efforts promoting the sector.” – Mark Maskiell.
“This award recognises the efforts of this initiative with such significant importance for the independent retailers nationwide. Many of which are owned and run by families who are a large part of the heart and soul of this industry and have been for generations. This award recognises the important role the ‘A better choice!’ programme plays within our industry, and the support behind the initiative keeps it growing for years to come.” – Shane Schnitzler.
Congratulations and thank you to everyone involved in A better choice!; especially to the market community for your ongoing support of the program, and to all the Victorian A better choice! retailers who helped make the campaign such a great success.
Want to learn more about our winning campaign?
View the video below to learn why the A better choice! campaign took the top prize from dozens of entries.