Worldwide change programme for nutrition giant
How do you turn an oil-tanker?
When this global food giant recognized the need to put health at the heart of its nutritional strategy they faced the challenge of thousands of marketers at HQ and around the globe all with different ideas of what health could mean to their brands… and some brands where health is far from the consumers’ mind.
The HMT approach
HMT see ourselves as agents of positive change and were delighted to collaborate on a programme of education, inspiration and training to begin the change.
Insight gathering: We worked closely with our client to source consumer motivation data to demonstrate the need for change, and to inspire specific actions in given categories and countries.
Programme design: We produced a suite of training materials based on the FourFactors Brand Analysis System and devised a two-day implementation session to be co-facilitated with ourselves and HQ staff.
Action: Then, one-by-one, we set out to train and inspire each division of the business at HQ. Then adapted the process to each country to target their key health issues and categories in a two-day workshop.
The result
- Specific actionable insights at brand level in each of 18 key countries
- An assessment at global HQ of the relevance of health for each brand
- A shared language and base level of knowledge globally
- Trained champions at HQ and in key markets
- A new set of practical tools and models to effect change
The programme is three years old and continues to this day, as each year more challenging targets are set for performance on health goals and competitiveness.