Lantmännen Unibake International
Communicating brand values and heritage across international boundaries
Lantmännen Unibake International is a global bakery company owned by 42,000 Swedish farmers with 13,500 employees operating across 19 countries. Communicating with such a huge audience across multiple locations and let’s not forget to mention multiple languages, is no mean feat. Our brief was to create an innovative global campaign to educate and inform staff on the history of their founder, Viggo Schulstad, that would inspire and instil his brand values and heritage in an engaging and memorable way.
International Viggo Day
Every company has a story and Lantmännen’s dates all the way back to the late 1800s when the company’s founder, Viggo Schulstad, started his own bakery. Read Viggo Schulstad’s story
His values and attention to detail are still held closely today as the cornerstone of Lantmännen’s global growth so “Everything Matters” was developed as the campaign’s central message.
The campaign was launched to co-coincide with the anniversary of Viggo’s birth on 13th March 1848 and so International Viggo Day was born. This gave staff the opportunity to find out about the man behind the brand.
As the only available photo showed him with a victorian beard this became part of the campaign to encourage active staff participation in a fun event on a global scale!
The key objective was to encourage staff engagement from the factory floor to management. The campaign deliverables included new graphics placed throughout the country offices, a teaser campaign “Viggo is Coming” leading up to the company-wide one-day event that used fun marketing collateral like die-cut beards, balloons, bunting and cake designs to ensure all the staff engaged.
Staff were encouraged to use social media to post images of their participation on the day. A coffee table brochure was designed and printed after the event that recorded the day with photos and social media posts from each participating country so that Viggo Day could be shared with partners and internal colleagues around the world.
– CREATIVE THINKING
– GRAPHIC DESIGN
– DIGITAL MARKETING
– INTERNATIONAL MARKETING
– EVENT MANAGEMENT
– INTERNAL COMMUNICATIONS
– STAFF ENGAGEMENT– SOCIAL MEDIA
– BROCHURE PRINT
– PROMOTIONAL MERCHANDISE
– ACCOUNT MANAGEMENT
“Developing a creative idea which works across 12 international markets is a tough ask. Beach understood the nuances of my challenge and helped me to create a campaign which delivered all the key messages and engaged my target audience perfectly. Their strong points are not only the creative – but also the account management which made me feel they were completely by my side all the way.”Global Brand Manager, Lantmännen Unibake International