First-time success for Marel at advertising awards

A historic debut for Marel at the 25th annual gala awards ceremony of The Icelandic Association of Marketeers (ÍMARK) saw the company lift the award for the best Direct Mail Campaign for 2010.

The coveted prize was presented for a direct mailing campaign designed by the company’s marketing department and aimed at Marel shareholders.

Imaginative in concept, it saw each individual receive a personalised copy of the company’s future strategy wrapped in a delicatessen-type package highlighting some of the food products processed using Marel equipment and integrated systems.

Usually the exclusive province of Iceland’s leading advertising agencies, this was the first time that Marel had completed at this or any similar event. Conceived by the Marel marketing department, the campaign was executed by Hvíta Húsið, a leading Reykjavík-based agency.

Known as Lúðurinn (the Horn), the awards are named after the statues presented to the winners in the competition’s eight different categories.

“As first time entrants in this type of competition, we’re delighted to have won at the first attempt,” says Marel corporate director of marketing and PR Ingólfur Örn Gudmundsson. “As well as making us very proud, it also confirms that as a marketing department we’re producing best-in-class work.”