How to write award-winning food award entries – without the headache

That Little Gold Sticker Could Transform Your Business – If You Know How to Win It

Picture this: A tiny gold “Great Taste Award” sticker on your packaging. Suddenly, that skeptical buyer at Waitrose is nodding. That journalist who ignored your emails is calling back. That premium price point you’ve been nervous about? Customers pay it without blinking.

Food awards aren’t just vanity trophies. They’re business accelerators.

But here’s the problem: most food brands approach award entries like they’re filling out tax forms – boring, rushed, and missing the magic that makes judges sit up and take notice.

We’ve helped dozens of food brands win Great Taste Awards, Speciality Fine Food Fair accolades, Velvet Food & Drink Awards, and more. The difference between “thanks for entering” and “congratulations, you’ve won”? It’s not usually the product – it’s how you tell the story.

Let’s fix that.

Why Food Awards Actually Matter (Beyond the Shiny Trophy)

The ROI of that gold sticker

“Do awards really make a difference?”

Let’s look at what happens when you win:

• Retail Listings: Buyers take you seriously. That “maybe next year” becomes “let’s talk terms”
  
• Premium Pricing: Awards justify higher prices. Consumers understand and accept it
  
• Media Coverage: Journalists love award winners. One win = 5-10 media opportunities
  
• Distributor Interest: Wholesalers want winners on their books
  
• Social Proof: Every marketing touchpoint gets more credible
  
• Consumer Trust: Awards cut through the noise in crowded categories

The awards that actually matter in food

Not all awards are created equal. Here are the ones that move the needle:

Great Taste Awards
The most recognized food award in the UK

• Judged blind by 500+ experts
• 1, 2, or 3-star ratings possible
• Essential for retail credibility
• Deadline: Jan/Feb 

Free From Food Awards
For allergen-free and special dietary products

• Growing category with dedicated consumers
• Strong media coverage
• Essential for free-from positioning

Farm Shop & Deli Product Awards
Targets independent retail sector

• Direct route to farm shops and delis
• Valued by independent buyers
• Strong community of winners

IWSC (International Wine & Spirit Competition)
Gold standard for drinks

• Global recognition
• Essential for spirits credibility
• Opens export opportunities

The Spirits Business Awards
Leading spirits industry recognition

• Influential with trade buyers
• Strong media platform
• Category-specific recognition

Great British Food Awards
Celebrates British food producers

• Strong regional and national categories
• Excellent for British provenance stories
• Consumer-voted elements

World Cheese Awards
The Olympics of cheese

• 4,000+ entries from 40+ countries
• Unparalleled cheese industry credibility
• Media goldmine for winners

Veggie Awards
For plant-based excellence

• Fast-growing category
• Strong vegetarian/vegan community engagement
• Excellent PR platform

The Anatomy of a Winning Award Entry

What judges actually want to read (and tt’s not what you think)

Most food brands write award entries like this:

“Our product is made with the finest ingredients. We are passionate about quality. Customers love us.”

Judges read 50-200 entries. This puts them to sleep.

Winning entries read like this:

“When Sarah’s daughter was diagnosed with multiple food allergies, she couldn’t find a single birthday cake she could eat. So Sarah spent two years developing a recipe that’s free from all 14 major allergens – without compromising on the joy of blowing out candles on something that actually tastes like cake. Now, 2,000+ families celebrate allergy-free birthdays because of her recipe.”

See the difference? One is features. One is a story.

The 9 Rules of Award-Winning Entry Writing

1. Start with the “why,” not the “what”

Don’t write: “We make artisan jam.”

Do write: “When three generations of farming ended with no one to take over, we refused to let 80 years of fruit-growing knowledge disappear. Our jams capture recipes our grandmother never wrote down – because now they live in every jar.”

Why it works: Judges connect emotionally before they evaluate technically. Give them a reason to root for you.

2. Show your USP, don’t just state it

Don’t write: “Our product is unique.”

Do write: “We’re the only UK producer cold-pressing rapeseed oil at under 37°C, preserving nutrients that commercial pressing destroys. Lab testing shows 40% higher omega-3 content than industry standard.”

Why it works: Specific claims beat vague superiority. Numbers and proof matter.

3. Answer every question (yes, really all of them)

This sounds obvious, but 60% of entries get disqualified or marked down for incomplete responses.

The checklist:

• Read the entire entry form before writing anything
• Check word counts for each section
• Answer every question explicitly (don’t assume judges will infer)
• Provide all required supporting materials
• Follow formatting guidelines exactly
• Submit before the deadline (not on the deadline!)

Pro tip: Print the entry form. Highlight each question. Check off each one as you answer it. Boring? Yes. Effective? Absolutely.

4. Let your passion show (without sounding unhinged)

There’s a balance between “professional food producer” and “I literally dream about this product.”

Don’t write: “This is the best product ever made!!!”

Do write: “Every batch takes 14 hours. Yes, we could speed it up. But after five years of testing, we know those 14 hours create the texture that makes customers tell us ‘I’ve never tasted anything like this.’ We’re not willing to compromise that.”

Why it works: Controlled passion = dedication and quality focus. Uncontrolled passion = judges worry about your judgment.

5. Use testimonials like secret weapons

Weak testimonial usage: “Our customers love us.”

Strong testimonial usage: “As Michelin-starred chef Tom Kerridge told us: ‘I’ve tried every artisan butter in the UK. Yours is the only one I use in my restaurant because the cultured tang works with both sweet and savory dishes.’ That’s why we’re now in 12 Michelin-starred kitchens.”

Pro tip: Keep a “testimonials folder” year-round:

• Customer emails praising your product
• Social media comments from verified buyers
• Chef endorsements
• Buyer feedback
• Media quotes
• Expert opinions

When award season hits, you’ll have gold ready to use.

6. Respect the word count (your best point doesn’t matter if no one reads it)

Most awards have strict word limits. Judges stop reading when you hit the limit—even mid-sentence.

The strategy:

• Write your first draft without worrying about length
• Then edit ruthlessly
• Cut adjectives, not substance
• Remove redundancies (“added bonus,” “past history,” “end result”)
• Use active voice (shorter than passive)
• Replace phrases with single words where possible

Example edit: Before (42 words): “In the process of developing this particular product, we made the decision to utilise only ingredients that are sourced from suppliers who are located within a 50-mile radius of our production facility.”

After (18 words): “Every ingredient is sourced within 50 miles of our facility, supporting local suppliers while ensuring maximum freshness.”

You just saved 24 words for something more important.

7. Get fresh eyes on your entry

You’ve spent hours writing this. You know what you mean to say.

But does your entry actually say it?

Before submitting, get three people to read your entry:

Reader 1: A colleague who knows your business
They’ll catch factual errors and missed opportunities

Reader 2: A friend outside the food industry
They’ll tell you if your “obvious” points are actually clear

Reader 3: Someone who gives brutally honest feedback
They’ll tell you if your entry is boring (even if it hurts)

Ask them:

• Does this make sense?
• What’s memorable about this entry?
• What questions do you still have?
• Would YOU vote for this?

8. Plan for the entire awards journey

Most brands think: “Submit entry. Wait. Hope.”

Smart brands think:

Before Entry:

• Set reminder for deadline (2 weeks early, not day-of)
• Gather all materials and testimonials
• Draft entry with time for revisions
• Budget for entry fees and samples

After Entry:

• Plan announcement content (win OR shortlist)
• Prepare social media assets
• Brief your PR contacts
• Create a plan for leveraging results

After Results:

• Announce immediately (win or shortlist)
• Update all marketing materials
• Pitch to media with award news
• Thank judges publicly
• Plan for next year’s entry

9. Being shortlisted is still amazing (shout about it!)

Too many brands think: “We didn’t win, so let’s not mention it.”

This is wrong.

Being shortlisted means you were in the top 5-10% of entries. That’s worth celebrating and leveraging.

How to use a shortlist result:

• Social media announcement: “We’re thrilled to be shortlisted for…”
• Email to customers: “Your favorite (product) is award-nominated!”
• Retail pitch: “Shortlisted for (Award) – results announced (date)”
• Local media: “Local producer shortlisted for national award”
• Website badge: “Award Finalist 2024”

Even if you don’t win, you’ve built credibility and generated PR opportunities.

Need Help Writing Award-Winning Entries?

Let The Food Marketing Experts guide you to gold

We’ve helped clients win:

• Great Taste Awards (multiple stars)
• Speciality Fine Food Fair Awards
• Velvet Food & Drink Awards
• Lifetime Achievement Awards
• And many more…

Why work with us:

• 100+ years combined food industry experience
• Proven track record of award wins
• We know what judges look for
• Strategic approach that goes beyond just “entering”

Let’s make 2024 your award-winning year.

Contact The Food Marketing Experts today to start your journey from entry to trophy shelf.