Fazer recognised as Brand Builder of the Year
The Finnish Association of Advertisers has recognised Fazer as the Brand Builder of the Year. The passion of the young and innovative Karl Fazer is reflected today in how Fazer employees create joy and well-being. Every Fazer employee is a brand ambassador. The 126-year-old storyteller keeps creating new things - food experiences, content and interaction.
In its reasoning, the Finnish Association of Advertisers says that Fazer is making long-term investments in brand building, bravely adopting also new means. Fazer has a clear brand and communications strategy, the effects of which penetrate all the areas of its business. During the past few years, Fazer has focused on visibility in digital channels, reaching constantly growing audiences. Every Fazer employee is a brand ambassador for their part.
President and CEO of the Fazer Group Christoph Vitzthum says: “We, all Fazer employees, are building the Fazer story with love. We are extremely pleased that our long-term attention to quality experiences, dialogue, content and brands has yielded results also in form of this award. It is great to be the Brand Builder of the Year in this special year, the centenary of Finland’s independence, especially considering we have devoted a lot to the festivities, both words and deeds.”
Fazer’s most significant single brand and experience investment of 2016 was opening the Fazer Experience visitor centre. Fazer also launched an employee ambassador programme in social media (#meidänfazer). Each business area can boast successes: the popularity of the Fazer Root Vegetable Bread and the Doughnut Bar, Karl Fazer Milk Chocolate’s Travel series and new touching film, the more colourful personality of the Geisha brand, Fazer Food Services’ Culinary Team and Fazer Cafés’ favourite campaigns.
Christoph Vitzthum explains: “We want to create meaningful food experiences that speak to people and bring joy and well-being into their lives. During the past few years, we have successfully increased our focus especially on digital channels and interaction – we create stories together with people. We want to generate discussion about the food of the future. Our Fazer Brainhow programme and the insect food video, which caught 415,000 viewers in social media, are great examples of this.”
Fazer has been a pioneer in marketing ever since the company was founded in 1891. The esthetic and imaginative wrappers and packaging, cooperation with front-row artists and the first advertisements on trams are just a few examples of Fazer’s inventive emphasis on publicity that has been there from the very beginning. Fazer has always invested a lot in storytelling and taste memories and is one of Finland’s leading trademark registerers. Kiss-Kiss was registered as a trademark in 1901. It is Finland’s oldest trademark still in use.
Ulrika Romantschuk, SVP, Communications & Branding, Fazer Group, tel.: +358 40 566 4246
Fazer’s media phone line is open on weekdays from 8 to 16: +358 40 668 2998
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Fazer is an international family-owned company offering quality bakery, confectionery, biscuit and grain products as well as food and café services. Fazer operates in eight countries and exports to around 40 countries. Fazer’s mission is to create taste sensations. Fazer’s success, ever since its establishment in 1891, has been based on the best product and service quality, beloved brands, the passion of its skilful people and the Group’s responsible ways of working. In 2016, Fazer Group had net sales of 1.6 billion euros and nearly 15,000 employees. Fazer’s operations comply with ethical principles that are based on the Group’s values and the UN Global Compact.
Makes the world taste good