The story of a patent attorney turned ginger-drink maker has won the Specialty Food Association’s first-ever advertising contest that tells a compelling story about the passion for specialty food.
More than 70,000 votes were cast in the not-for-profit trade association’s “My Story, My Ad” contest to determine the Top 10 finalists. They were selected from 373 inspiring stories about family businesses, culinary breakthroughs, childhood memories, career changes and more.
A panel of advertising and marketing professionals evaluated the Top 10 entries and selected the winner, plus chose to name a runner-up.
The winning entry is from Reuben Canada of Canada Enterprises in Philadelphia for “Jin+Ja: The Spark of Inspiration.” This is Jin+Ja’s second honor this summer after the ginger drink also won the association’s 2013 sofi Award for outstanding beverage. The ad contest prize is a free ad campaign and three-day trip to San Francisco, a $15,000 value. The ad will be featured in top specialty food trade magazines, online and at the Winter Fancy Food Show in San Francisco, Jan. 19-21, 2014.
The runner-up is sisters Leah and Stephanie Melnik, partners in Awesome Bars in San Francisco for “You Can’t Fake Awesome.” Makers of granola bars, the Melnik sisters will be given passes to the Winter Fancy Food Show, complimentary registration to the association’s signature full-day workshop at the show, The Basics: The Business of Specialty Food, and a marketing consultation with association executives.
The contest is part of the association’s launch of its new brand: Specialty Food. Craft. Care. Joy. It is designed to highlight the people behind the small businesses that fuel the $86 billion specialty food industry and the innovative foods and beverages they create and bring to market.
“The contest struck a chord,” said Ann Daw, president of the Specialty Food Association. “There are clearly so many wonderful stories to share about the joy and passion and hard work that go into making great food. Both Jin+Ja and Awesome Bars especially stood out for our panel.”
The judges were Amy Binder, CEO, RF Binder; Beth Snyder Bulik, reporter, Ad Age and co-owner, Park Street Pantry; Terry Frishman, principal, Creative Marketing Workshops; Tracy Nieporent, director of marketing and partner, The Myriad Restaurant Group; Denise Purcell, editor, Specialty Food Media; and Rick Roth, founder and CEO, Roth Partners.
