Marken-Neupositionierung von FRIEDRICHS
Best of Best
Excellence in Brand Strategy and Creation
Brand Revival of the Year
Details
FRIEDRICHS, founded in 1889, is Germany's oldest premium brand for smoked salmon. As a pioneer, the company imported wild salmon from Alaska as early as 1914 and repeatedly set standards in its industry that still apply today. After takeover of the trademark rights by TINEMA GmbH in 2022 the traditional brand was revitalized through a comprehensive strategy and creative project. The focus was placed on a new positioning, target group analysis, product adaptations and a modern look & feel. Since the successful relaunch in October 2023, FRIEDRICHS has achieved extraordinary success.
The Jury‘s Statement
FRIEDRICHS has been synonymous with premium smoked salmon for over a century and is one of Germany's most storied brands. This brand relaunch successfully intertwined its rich heritage with a clear, modern brand identity, propelling the brand into the future. With a well-thought-out strategy that included a distinctive repositioning, sophisticated packaging design, and an effective approach to engaging new target audiences, FRIEDRICHS was not only revitalized but also firmly reestablished as a premium brand. Particularly noteworthy is the seamless integration of contemporary aesthetics, emotional storytelling, and a consistent focus on sustainability, which positions the brand as both differentiated and relevant in its competitive landscape. An impressive benchmark for successful brand rejuvenation.
