Kevelaer, June 22, 2020. At the German Brand Awards, which recognize outstanding brand management in Germany, the pet food manufacturer from the Lower Rhine region was honored twice this year: Aside from being named winner in the category Fast Moving Consumer Goods, the family-owned company from Kevelaer received an additional special mention in the category Corporate Brand of the Year. Out of 1,200 entries from 14 countries the jury of top experts chose the best product and company brands as well as the strongest campaigns, concepts and strategies. In addition to the design quality of the brand presentation, aspects such as sustainability, degree of innovation, continuity and future viability of the premium brand for dog and cat food were taken into account.
The German Brand Awards jury lauded the strategic reorientation achieved by consolidatining the brand’s external presentation under the umbrella brand MERA - The Petfood Family. As a family business, the pet food manufacturer consistently implements its strategic brand management, establishing its own clear and distinctive brand profile in the wide range of pet food brands. The focus is on transparent and honest as well as sensible and high-quality food concepts for dogs and cats. “Our goal is to expand our position as a premium brand with a strong image for dog and cat owners as well as creating high brand recognition. At the same time, we are sharpening our brand image for international marketing,” explains Sigrid Krambeer, marketing director at MERA Tiernahrung GmbH, and adds: “Our proven quality is now reflected in a new, more memorable umbrella brand look with easy orientation for consumers. That’s why we are all the more pleased not only to have received a positive response from national and international trade partners, but also to see in the prestigious award a confirmation of our success in bringing brand realignment and systematic sustainability management together.” As part of its strategic reorientation, MERA was the first company in the pet food industry to be certified by TÜV Rheinland according to the ZNU standard for sustainable business practices.
German Brand Award: The award for successful brand management
Initiated by Germany’s design and brand authority, the German Design Council, and judged by a first-rate panel of experts from brand management and brand science: The German Brand Award is the award for successful brand management in Germany. It discovers, presents and honors unique brands and brand creators – and not only promotes the winners, but also their respective industries. There are two ways to be nominated: Companies, agencies and service providers whose brand management has attracted the attention of the council’s expert committees receive a nomination. Interested parties can also take the initiative to submit brands and projects for consideration. These are subject to the same review process. A nomination confirms the quality of the submission in both cases. The competition procedure of the German Brand Awards ensures the independence and excellence of the award.