MHM Automation is a world leader in automated systems for food processors. They are an NZX listed company with operations spanning New Zealand, Australia and the USA, as well as exporting globally.
Previously known as Mercer Group, the company expanded rapidly in recent years through multiple acquisitions. While the Mercer name continued to be well-respected for stainless fabrication, this was no longer representative of the core focus of the business, which is now best known for its automated systems and equipment.
Combining the various business units under a single umbrella brand, aligning staff to operate as one team, shifting public perception and increasing appeal of the business to prospective shareholders were among the goals of re-branding.
We developed the brand MHM Automation to represent them as a future-focused company, while also providing a nod to their legacy brands – Mercer, H&C and Milmeq – which still held significant brand equity and recognition in the global food processing industry.
We continue to work with MHM Automation as their outsourced marketing department, developing collateral and disseminating communications product launches and project profiles, to increase brand awareness and build their reputation as a global technology leader.
“The team take the time to really understand what we do and why we are different, and they invest in telling our story. We consider them an important part of our team,”
- Richard Rookes – CEO