MyWebGrocer and Partners + Napier Awarded the Single-Retailer Program for Supermarkets Effie Award for its work with Friendship Dairies

MyWebGrocer and Partners + Napier’s teamwork led to the success of Friendship Dairies’ newest digital campaign with Shoprite, a Wakefern Food Corporation Banner.

MyWebGrocer (MWG,) the leading provider of eCommerce and digital marketing solutions to the grocery and Consumer Packaged Goods (CPG) industries, today announced that in collaboration with, Partners + Napier, the lead creative and integrated advertising agency, based in Rochester, NY, has received an Effie Award for Shopper Marketing in the Single-Retailer Program for Supermarkets, on behalf of their work with Friendship Dairies’ cottage cheese brand.

The Effie Awards were started in 1968 in the United States by the New York American Marketing Association and are awarded annually to honor the effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness. Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry and a standard by which marketers base the impact of their work on their clients.

For the Single-Retailer Program for Supermarkets award, MWG was presented with the challenge of supporting a sweepstakes campaign for Friendship Dairies, while driving data for future success and add-to-list conversion metrics to, the digital banner of this Wakefern Food Corporation, wholly owned subsidiary.

In order to achieve these results and aid in the collaboration between Friendship Dairies and ShopRite, MWG created a new format of recipe and circular display, email display, mobile display, and tactics around consumer tips - each designed by Partners + Napier to provide recommendations and deeper connections with the CPG brand website and its products.

Over the past three years, MWG has worked with Partners + Napier to provide similar, digitally enabled solutions in support of this Friendship Dairies and Wakefern partnership. Given the success of this campaign with Friendship Dairies and Wakefern Food Corporation, The North American Shopper Marketing Effie Awards committee selected MWG and Partners + Napier as winners based on the combined value and impact of digital technology, service and the demonstrated amplification of the in-store experience through the online channel. This award was formally presented at the Path to Purchase Institute’s Shopper Marketing Summit in March 2017.

“This award is a fantastic representation of how CPG brands, retailers, agencies, technology and service providers, such as MWG, can collaborate to create unique, actionable and impactful campaigns with a consumer-first approach across digital grocery environments. We are extremely proud of the hard work by our team and collaboration with innovative agencies like Partners + Napier, to drive new levels of digital engagement for Friendship Dairies,” said Eric Healy, President at MWG.

“MWG made it easy for us to tell our story to Shoprite shoppers, due to the quality of their products and amazing services. Their entire team worked to make this campaign a success and we were proud to drive it for Friendship Dairies.” said Jennifer Piper of Partners + Napier.

If you would like to learn more about MWG’s insights into the Dairy Industry, please visit: (

To learn more about Partners + Napier, please visit;

About MyWebGrocer:

MyWebGrocer (MWG) offers the only complete Digital Experience Platform for grocers and Consumer Packaged Goods brands. The platform powers every interaction to attract, engage, transact with and retain grocery shoppers through digital offerings ranging from planning and shopping platforms to mobile and social tools. The company also offers opportunities for Consumer Packaged Goods brands looking to reach consumers with relevant advertising, promotions and offers throughout their grocery path to purchase. Founded in 1999, MWG manages digital solutions for more than 130 retailers across the globe, representing more than 10,000 stores, and 500+ major Consumer Packaged Goods brands.

About Friendship Dairies:

Saputo produces, markets, and distributes a wide array of dairy products of the utmost quality, including cheese, fluid milk, extended shelf-life milk and cream products, cultured products and dairy ingredients. Saputo is one of the top ten dairy processors in the world, the largest cheese manufacturer and the leading fluid milk and cream processor in Canada, the third largest dairy processor in Argentina, and the fourth largest in Australia. In the US, Saputo ranks among the top three cheese producers and is one of the largest producers of extended shelf-life and cultured dairy products.

Saputo’s products are sold in several countries under well-known brand names such as Saputo, Alexis de Portneuf, Armstrong, COON, Cracker Barrel*, Dairyland, DairyStar, Friendship Dairies, Frigo Cheese Heads, La Paulina, Milk2Go/Lait’s Go, Neilson, Nutrilait, Scotsburn*, Stella, Sungold, Treasure Cave and Woolwich Dairy.

About Partners + Napier:

Partners + Napier is an integrated advertising agency based in Rochester, NY. With a 125-person team, we’re an agency for people and brands with something to prove. For 13 years, we've been proving that resisting the status quo is the path to incredible return on marketing investment. We’ve done great work for clients like Constellation Brands, BMW and MINI Financial Services, Highmark, Mederma, ConAgra Foods, Keurig Green Mountain, Delta Vacations, Friendship Dairies and Gannett. As the first creative agency to join Project, an independent network in service of creativity, we collaborate closely with like-minded agencies around the world to deliver scale, resources, and ROI for brands like Pepsi, Mountain Dew, Tribe Hummus, AT&T, and Jeep. To learn more, visit: