This award is a testament to our team’s creativity and our commitment to thinking outside the box”

Jeanine Jerkovic | Surprise economic development director

A joke video is now turning into a big award for the city of Surprise.

The International Economic Development Council awarded the city’s Economic Development Department a 2025 Silver Award in multimedia promotion for its playful and attention-grabbing #KaleEmergency April Fools’ Day video earlier this year.

The annual IEDC Excellence Awards honor economic development organizations, government entities and programs that deliver exceptional results and demonstrate creativity, leadership and innovation in the field.

“This award is a testament to our team’s creativity and our commitment to thinking outside the box,” said Jeanine Jerkovic, economic development director. “We know that humor and originality can open doors, and the #KaleEmergency campaign is a perfect example of how we can make a big impression while still having a little fun.”

Surprise’s winning entry was recognized for its efforts to creatively market the community of over 165,000 residents. The lighthearted video imagined a kale emergency shortage in Surprise, using humor to create buzz while cleverly pitching the city as the perfect location for a Whole Foods Market.

The social media campaign drew high engagement from residents, businesses and viewers across the country, generating attention for Surprise as a desirable retail destination.

IEDC President and CEO Nathan Ohle praised the city’s approach.

“This award shines a spotlight on the city’s dedication to its community and showcases the impact of creative economic development strategies,” Ohle said. “IEDC is honored to present this award to the city of Surprise to celebrate both their leadership and innovation in the field.”

The video can be viewed at bit.ly/45jzARU.

The City of Surprise Economic Development team will be recognized at the IEDC 2025 Annual Conference in Detroit, Michigan, September 14-17.