NCA’s Always a Treat Campaign gains notable industry honours recognising its impact
pic: John Downs delivers his keynote speech at SOTIC23. Pic: Neill Barston
The US-based National Confectioners Association’s flagship Always A Treat Campaign has gained a major accolade at the 2023 PRNews Social impact Awards, reports Neill Barston.
As the industry trade body explained, the accolades honour organisations that use their platforms to better their community and the global community at large, and initiatives that foster a diverse, equitable future.
Confectionery Production recently attended the State of the Industry Conference in Miami, reporting that the NCA’s president and CEO John Downs had praised the campaign as being a significant driving force behind the sector’s continued growth over the past few years.
“Always A Treat brought directional alignment across the confectionery industry in a positive and impactful way. We appreciate the recognition of our leadership in providing more transparency, portion guidance and choice for consumers seeking to manage their sugar intake,” explained the organisation’s president, reflecting on the latest award win.
He added: “America’s chocolate and candy makers are paving the way for meaningful change. We are proud of the remarkable results that we achieved together and will continue to meet the evolving wants and desires of our consumers and our valued retail partners.”
As the NCA noted, its win within the Cause Branding Campaign category honoirs best-in-class efforts to raise awareness and generate consumer engagement for social issues. Winning campaigns showcase that the corporation’s brand is aligned with a cause, resulting in a nonprofit-corporate partnership that significantly benefits the cause.
The Always A Treat campaign continues to incorporate cutting-edge, creative executions that harness the power of digital communications for direct engagement with the industry’s key stakeholder audiences, including lawmakers, regulators, media, retailers, chocolate and candy companies, industry suppliers, consumers, food policy thought leaders and more. Throughout the activation of the campaign and at AlwaysATreat.com, NCA has established itself as a trusted source for a range of important stakeholder audiences and has leveraged heightened awareness of chocolate and candy around the holidays and seasons throughout the year as key advocacy and communications opportunities.
NCA also received honorable mentions in six categories recognized as part of the PRNews Social Impact Awards: CSR Professional of the Year (NCA President & CEO John Downs); CSR Team of the Year; Corporate-Community Partnership; Health/Public Safety Campaign; Transparency or Trust Campaign; and Video Storytelling.