A food ingredients brand with GlobalAgility
Here’s how GlobalAgility created a worldwide food ingredients brand for an innovation-hungry global audience.
$XXBN A clean slate product-to-solution transformation of a $20bn global brand
- Delivered across XX global regions
- Matrix of regional campaigns promoting specific vertical and cross-vertical products and solutions.
- EVP concept developed for a workforce of >10,000
- 500+ page website overhauled, conversational AI enabled
- Video-led sustainability storytelling
- Marketing solution to root-and-branch organisational change
The details
The business
Olam Food Ingredients (ofi) – a leading global supplier of high-quality coffee, cocoa, dairy, nuts and spices, connecting 2.4 million farmers with 11,000 food and beverage customers in XX countries.
The business problem
ofi’s model was vertical-first, each product platform in its own marketing world, supported by stories around quality and supply. Little collaboration or cross-fertilisation. But for ofi’s food and beverage customers, success depended on trend-setting and product innovation, not just ingredient availability.
Why Agility mattered
ofi needed a revitalised brand with an innovation partnership story aligned with food trends and customer priorities – supply chain robustness, traceability, sustainability – that vary hugely region by region.
Promises around those priorities had to be nuanced with region-specific messages relevant to local trends, ingredients and solutions.
GlobalAgility did this
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‘Make it real’
a promise of innovation, co-creation and action for global customers, but that stretches to investor and internal audiences too.
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Develop a pure and purposeful visual idea.
inspired by the idea of globality, completeness and 360 views of what’s possible.
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Build an innovation narrative.
Put ofi’s 19 Global Innovation Centres at the heart of the brand story, inviting customers to co-create new food ideas for their markets.
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Created a new sustainability brand.
‘Choices for Change’ codified ofi’s sustainability offer, supported by global video storytelling
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Reimagine corporate environments.
A full refit of the brand’s new London HQ and Innovation Centres in Singapore and Chicago.
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Centralise control of global work.
A Bray Leino hub brand team coordinating and directing an ecosystem of hand-picked Agency partners creating, executing and acting as brand guardians globally. Robust protection of the newborn brand with strategic regional messaging adaption maximising regional food trend insights.
“This has been a huge project and it was vital we landed the brand across all markets with confidence and purpose. The new brand signals … our exciting aspirations for the future. We believe that this creativity plays a huge part in our brand differentiation.”