Raley's Gives Away $5,000 in Private Brand Contest


As the culmination of  a three post series on the Raley’s Private Brand contest Raley’s announced the winner on Wednesday. In the press release below Chris Howard is announced as the Winner. This was my favorite of the more than 60 commercials submitted and was featured in my post: “More From the Raley’s Commercial Contest“.

$5,000 Raley’s Shopping Spree Goes to Chris Howard for Original 30-second Commercial
By Amy Davis   Wednesday March 18, 2009

WEST SACRAMENTO, Calif. – Raley’s is thrilled to announce that customer – and Bel Air employee – Chris Howard is the winner of a $5,000 Raley’s shopping spree. His entry was selected as the best homemade 30-second commercial in the Raley’s Private Brands Commercial Contest.

From over sixty entries – some mailed in on DVD’s, many posted online – the judges panel chose the top three submissions, from Pleasanton customer Matt Abbott, Loomis customer Paul Renken and the winner, Chris from Roseville. Then, the three videos were posted on raleys.com for the public to view and vote on. The contest was open to both customers and Raley’s employees, to give all shoppers the opportunity to showcase their interest in Raley’s Private Brands.

“We were very pleased with the number of responses we received for our video contest. There were lots of fun and original ideas submitted,”

said Margaret Lombard, Vice President of Marketing.

“We are also impressed by the time and energy people spent creating their entries. It was great to see what they like best about Raley’s Brands. We thank every participant for taking the time to create a commercial.”

The two runners-up will receive $100 gift cards each, while all other qualifying entries will receive a $10 Raley’s gift card as a special thank you for participating from the Raley’s Private Brands team.

An employee at the Bel Air in Antelope, Chris is excited to have been selected as the winner. He shops at the Bel Air on Sunrise Ave. and Cirby in Roseville and plans to spend the money on feeding his three children. He also hopes to pursue other opportunities in art and film as a hobby.

Chris receives his grand prize at a special reception hosted by the Roseville Bel Air on Sunrise and Cirby (1039 Sunrise Ave.) at 9:00 a.m. on Sunday, March 22.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.