Gama Innovation Award – Positioning
MANCHESTER – 30th October 2015: This month, the Gama Innovation Award – Positioning goes to Hans Freitag Marchenkeks Butter Biscuits, launched in 2015 by German firm Hans Freitag.
Hans Freitag Marchenkeks Butter Biscuits are targeted at children and comprise ‘crown’ shaped biscuits with sugar sprinkles and, ‘hidden’ in each pack, a green coloured biscuit in the shape of a frog.
Hans Freitag Marchenkeks Butter Biscuits – the name of which means ‘fairytale’ – are especially interesting for their integrated use of print and digital media. A ‘storybook’ leaflet is included within the lid of the canister, but children can also follow the story online, either by accessing a web link or scanning the QR code that is printed on the pack.
Gama editorial director Tom Warden commented: “Hans Freitag Fairytale Biscuits provide an interesting example of how companies can attempt to build brand engagement by seamlessly combining physical collectibles with an associated digital media strategy”.
Image source: Gama
About Gama Innovation Awards
Gama Innovation Awards recognise outstanding innovation in the FMCG space.
Awarded in the disciplines of Product, Packaging and Positioning, Gama Innovation Awards go to the top new launches unearthed each month by Gama’s network of over 100 in-country experts. Winners are chosen through a panel vote based on a shortlist of innovative products.
Notes to editors
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