Freson Bros. celebrates Watermelon Fest win

Freson Bros. came home from the National Grocers Association conference last week with their heads held high.

The Alberta-based retailer was recognized at NGA’s 2015 Creative Choice Awards. They earned the award for Best Integrated Marketing Campaign for last summer’s Watermelon Fest. Freson Bros. also received honourable mentions in the consumer value print category and fresh foods merchandising category.

The Creative Choice awards honour company excellence in merchandising and marketing. Winners were announced at an awards ceremony at the 2015 NGA show held in Las Vegas, Nev.

The Watermelon Fest campaign took place this past August at four Freson Bros. store locations, and included sampling, watermelon eating contests and other games. The highlight of the event was a visit from the National Watermelon Association’s watermelon queen, Allyson Brake. Promotional elements included radio and newspaper ads, flyer promotion, in-store signage and social media.

Freson Bros. Fairview staff member Tristan Oberg represented the retailer at the NGA’s Best Bagger Awards earlier that week. Oberg was the only Canadian contestant. He’d earned the chance to visit the Las Vegas conference after having been narrowed downf rom 15 semi-finalists – one from each of Freson Bros.’ Alberta stores.