On 13 June, the German Brand Award was presented at a festive gala in the Uber Eats Music Hall in Berlin. This year, 1,300 brands from 19 countries applied to receive the coveted award. SanLucar was honoured in two categories. The jury's reasoning: "SanLucar has succeeded in creating an emotional bond with its authentic brand message 'Taste the SUN'. By consistently focussing on naturalness, healthy enjoyment and sustainable production, SanLucar clearly stands out in the highly competitive market of fast-moving consumer goods. The combination of top quality, a strong commitment to social and ecological projects and skilful staging at the point of sale demonstrates exemplary brand management."
Armin Rehberg, SanLucar Managing Director and Nuria Pizán, SanLucar Brand and Creative Director were in Berlin to accept the award, an elegant glass cuboid. "The German Brand Award shows and recognises how much passion and creativity each and every one of us puts into the SanLucar brand. That's why this great honour also goes to the entire team and our partners," says Rehberg. Nuria Pizán adds: "Whether it's an attractive POS, effective Disney collaborations, sports sponsorship or authentic social media posts on Facebook, Instagram and TikTok - SanLucar is present in all areas and is consistently perceived by customers as a likeable and trustworthy brand. SanLucar's mission is to provide everyone with the most flavourful fruit and vegetables. And in a way that we can be proud of."
Left: Armin Rehberg and Nuria Pizán from SanLucar
Right: Janina Bembenek is the driving force behind the successful Xenia pear brand concept.
Recognised for innovative marketing
The Xenia® pear brand was also honoured with the German Brand Award in the "Fast Moving Consumer Goods" category. "This award not only recognises innovative marketing, but also proves that healthy and regional products can play an important role in the modern food world. Xenia is also the first German fruit variety ever to be recognised for its marketing - a small step for a pear, but a big one for the hashtag fruit industry," says Obst vom Bodensee GmbH, one of the exclusive production and marketing partners behind the club concept.
"For us as a small brand, prizes are also an opportunity to show food retailers why it can make sense to not just rely on private labels. After all, we want to use our design to draw more consumers' attention to local fruit again," says OvB Marketing Manager Janina Bembenek, who developed the brand for Deutsches Obst-Sorten Konsortium (DOSK).
Xenia® has been grown on Lake Constance since 2011 thanks to the Bodenseeobst market community and has since been listed with the most important customers in the German food retail sector. Other cooperation partners in Germany include Landgard eG, Elbe-Obst, Faby Frucht & Co, VEOS and Andreas Berg.
For more information:
www.xenia-birne.de
www.sanlucar.com