Vertex Awards 2019: BEST OF SHOW & PUBLISHERS CHOICE WINNERS

BEST OF SHOW

Real Katzennahrung

  • RETAILER: Real
  • COUNTRY: Germany
  • CATEGORY: G7. Pet Products
  • AGENCY: Yellow Dress Retail

CREDITS:

  • Brand Manager: Anamaria Radoi
  • Art Director: Michelle Romeo-Wiegman
  • Designer: Lisanne Snoek
  • Illustrator: Willemijn de Lint

SUMMARY:
The German petfood market is on the move, especially in the premium segment. To serve its loyal customer base and to stand out from the competition, Real developed a private brand premium Cat food range. The new kid on the block uses impeccable quality and unorthodox design to communicate the new proposition to our clients. In design and especially communication, we literally brought the cat to life through the cat “Theodor”, used for in-store and online communication.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.