MECKATZER LÖWENBRÄU JUBILÄUMSKAMPAGNE „120 JAHRE WEISS-GOLD“
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
On the occasion of the 120th anniversary of MECKATZER Weiss-Gold – registered as the first Allgäu beer brand in 1905 – the signature brand of Meckatzer Löwenbräu was communicatively repositioned. In a declining and highly competitive market, the objective was to translate tradition into contemporary relevance. Guided by the principle “People make brands”, the campaign empowered employees, customers and loyal fans as authentic brand ambassadors. Across retail and gastronomy, print and digital channels, a coherent brand experience was created – delivering measurable impact on brand loyalty, perception and sales.
The Jury‘s Statement
In a declining market, Kainz Werbeagentur chose to frame the anniversary of Meckatzer Weiss Gold not through nostalgia, but through present-day connection. Employees, customers and fans became real brand ambassadors; portraits, product staging and the defining Meckatzer red created a consistent image across retail, hospitality, print and digital channels. The campaign gains lasting relevance because its communication strengthens identity while also activating sales.
