Retailer Campaigns

Retailer: BJ's Wholesale Club
Product: Berkley & Jensen French Sea Salt
Award: 2006 PLMA Salute to Excellence, Food & Drink Awards, Condiments
Price: $5.99, 18-ounce container
Comments: BJ's sea salt was developed to appeal to Williams-Sonoma fans, but at a savings of 15% to 60% over comparable national brand products.

Retailer: ShopRite/Wakefern Food Corp.
Product: Sparkling Natural Mineral Water
Award: 2006 PLMA Salute to Excellence, Food & Drink Awards, Non-alcoholic Beverages
Price: $1.19, 1-liter
Comments: This sparkling water introduced in February 2006 is part of Wakefern's private label line of imported goods promoted in circulars and brochures distributed in-store and by direct mail. Designers displayed the ShopRite logo inconspicuously so it wouldn't detract from the bottle's imported look.

Retailer: ShopRite/Wakefern Food Corp.
Product: Organic Unsweetened Applesauce
Award: 2006 PLMA Salute to Excellence, Food & Drink Awards, Ready-to-eat
Price: $1.99, 25-ounce jar
Comments: ShopRite has nearly tripled its organic offerings in the past 18 months. The applesauce bears the distinctive purple banner common to all of ShopRite's organic products.

Retailer: Supervalu
Product: Oya Pointe California Chardonnay
Award: 2006 PLMA Salute to Excellence, Food & Drink Awards, Alcoholic beverages
Price: $9.99, 750 ml. bottle
Comments: Supervalu launched Oya Pointe in fall 2005 with in-store support that included floor displays, endcaps, neck hangers with suggested recipes, and wine-tasting events. Rich label colors were chosen to complement the harvest-inspired brand icon.

Retailer: Price Chopper
Product: Central Market Classics Triple Chocolate Chip Cookies
Award: 2006 PLMA Salute to Excellence, Food & Drink Awards, Bakery & Cookies
Price: 2 for $5, 7.2-ounce box
Comments: Just one flavor in Price Chopper's line of eight gourmet cookie varieties.

Retailer: Target
Product: Durabilt Household Tool Set
Award: 2006 PLMA Salute to Excellence, Home & Health Awards, Hardware
Price: $29.99
Comments: Storage concerns are common to many consumers, so Target groups several essential tools in one handy, compact package.

Retailer: Rite Aid
Product: Teach & Change Kid Pants
Award: 2006 PLMA Salute to Excellence, Home & Health Awards, Baby
Comments: Rite Aid claims its training pants were designed to approach or even surpass features of national brand competitors. The company avoided clever names and opted for the straightforward "Teach & Change" to clearly call out the product's purpose.

Retailer: Wild Oats Markets
Product: Henry's Mozzarella String Cheese
Award: 2006 PLMA Salute to Excellence, Food & Drink Awards, Dairy
Price: $2.99, 12 ounces
Comments: Wild Oats promoted its new string cheese product primarily through sampling and demos in the cheese department.

Retailer: Costco
Product: Kirkland Signature Salon Formula Protein Shampoo
Award: 2006 PLMA Salute to Excellence, Home & Health Awards, Bath and Body
Comments: Kirkland's specialty shampoo is another example of how private label manufacturers and retail partners are learning to respond quickly to consumer preferences in the hair care category.