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News Image: Text decoration - bulletMarketing Image: Text decoration - bulletRACie live vote winners 09

Marketing Execs Vote OfficeMax’s “Penny Pranks” as Best of the Best in Retail Advertising
For Immediate Release
Kathy Grannis (202)783-7971 or grannisk@nrf.com
2009 RACie Winners Book 

Marketing Execs Vote OfficeMax’s “Penny Pranks” as Best of the Best in Retail Advertising
--Best Buy, Kohl’s, Target Among Other Winners-- 

Washington, March 5, 2009 – When it comes to the “Best of the Best” in retail advertising and marketing campaigns, OfficeMax took top prize at the RACie Awards Gala for its “Penny Pranks” which launched during the 2008 back-to-school season. The RACie Awards, which honor the very best advertising and marketing campaigns in the retail industry, are distributed by the Retail Advertising and Marketing Association. The Awards Gala was held at the Mandalay Bay in Las Vegas during RAMA’s Retail Advertising Conference. 

In its multi-media campaign, OfficeMax follows a shopper with a hidden camera attempting to purchase items or services with nothing but pennies. The shopper was often met with frustration or rejection by storeowners, waiters, and salespeople, leading to humorous encounters that were shared wildly on YouTube. The campaign was designed to highlight the company’s 2008 back-to-school promotion offering 1¢ crayons, rulers and other school supplies.  

“Retailers will always be competing with each other to win the hearts and minds of shoppers,” said Mike Gatti, Executive Director of RAMA. “The RACie awards honor companies who are able to make a meaningful connection with consumers, leading to stronger brand awareness and increased sales.”

In addition to choosing the “Best of the Best,” attendees at the RACie Awards Gala selected winners of five other “live vote” categories. The following companies were selected by the audience in their respective categories:

CategoryCompanyTitle
TV Single SpotKohl’sLife in Rhythm
Gift CardsTargetDigital Camera
RadioMassachusetts General HospitalFootball
TV Single Spot 4QWal-MartExtended Family
Single Media Campaign Broadcast Lg. (Tie)Valspar at Lowe’sMissing Chip
Single Media Campaign Broadcast Lg. (Tie)Best Buy True Stories Holiday Campaign


Best Buy won the Peter Glen Award this year, which is awarded to companies who give back to their community or environment in a unique way. Best Buy’s BlueShirt Corps service program partners highly-trained and passionate employees with communities in need. Through the program, 16 Best Buy retail employees are “on call” for the Red Cross to be flown to disaster sites to set up communications systems. Their expertise and assistance allows the Red Cross to help people more quickly and efficiently.  

During the event, RAMA also inducted Ric West, Divisional Vice President of Marketing Promotion and Production at Sears Holdings Corporation, into its Retail Advertising Hall of Fame. RAMA’s Hall of Fame has remained a cornerstone of the association for over 50 years and continues to set the standard for the brightest and most creative visionaries in the retail marketing and advertising industry.  Additionally, the following winners were selected by a panel of judges to receive the Gold Award for excellence in advertising and marketing in these categories: 

CategoryCompanyTitle
Board of Directors Creative AwardOld NavyI Want Candy
International Liquor LandWine Patch
Direct Mail Lg.KmartBaby Sale
Digital Media Interactive 4QJCPenneyDoghouse
InnovationVerizon WirelessBlackberry Storm Launch
MagazineValspar at Lowe’sMissing Chip Campaign – Haystack
Multimedia Lg. * Q1-3Valspar at Lowe’s Missing Chip Campaign
Multimedia Lg. * Q1-3OfficeMaxBTS Penny Pranks
Multimedia Lg. 4QToys “R” UsTrick “R” Treat
Single Media Print 4QAT&TInternational Hands
Single Media Print Sm. Q1-3Brigid’s BagsOld Bag. New Tricks.


View the RACie Winner’s Book for more information on all entries and winners.  

The Retail Advertising & Marketing Association, a division of the National Retail Federation, is a trade association of over 1500 retail marketing and advertising executives, plus their supporting partners from the advertising agency, media and service-provider areas. RAMA sponsors the annual Retail Advertising Conference, the largest single gathering of retail marketing and advertising professionals in the industry today. RAMA also produces the RAC Awards Competition, the most prestigious creative contest in retail. www.rama-nrf.org  

The National Retail Federation is the world's largest retail trade association, with membership that comprises all retail formats and channels of distribution including department, specialty, discount, catalog, Internet, independent stores, chain restaurants, drug stores and grocery stores as well as the industry's key trading partners of retail goods and services. NRF represents an industry with more than 1.6 million U.S. retail establishments, more than 24 million employees - about one in five American workers - and 2008 sales of $4.6 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and international retail associations. www.nrf.com.  

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