• August 6, 2008

The Grocery Manufacturers Association has named Kettle Foods for its innovative online contest, and Clorox for its line of Green Works natural cleaners, its 2008 CPG Awards for Innovation and Creativity.

For the first time since it began giving the award six years ago, the trade association created two divisions--one for companies with sales under $1 billion, and one for larger companies. Kettle Foods won the smaller division for its now-annual "People's Choice" campaign, which encourages chip lovers to vote online for new flavors, and "marries consumer engagement, public relations and product development into one program," the GMA says. The company has received 7,000 new flavor suggestions, and 75,000 unique Web site visits. Clorox's Green Works, the first new Clorox brand in more than 20 years, doubled the size of the natural cleaning category within two months of its launch. Marketing innovation included TV coverage on shows like "Ellen" and "Oprah," as well as getting support from the Sierra Club.--Nina M. Lentini