Marken-Neupositionierung von FRIEDRICHS
Winner
Excellence in Brand Strategy and Creation
Brand Strategy – B2C
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
The traditional brand FRIEDRICHS impressively demonstrates how strategic realignment can ensure sustainable success. Through distinctive rebranding, consistent integration of sustainability, and emotionalized target group communication, the brand was not only revitalized but also made relevant for a younger generation. The modern packaging design with a testimonial approach and the harmoniously coordinated communication stand out for their clarity and impact. This project sets a powerful example of the successful balance between tradition and modernity.
