Unilever approached us because of our real understanding of the complex issues relating to sustainability. We have a lot of experience when it comes to communicating sustainable messages in an engaging way via the brand.
Our job was to synthesise all the complex information and data surrounding their sustainable sourcing strategy for spreads, and create a global communication platform to inspire the brand teams to operationalise it.
It was about showing brand teams the potential effect of good news stories on the category. Our idea was to link the sourcing strategy with an increased consumer need for naturalness. The brand idea ‘grown for goodness’ helped to move Unilever spreads out of the factory and into the fields. It talked at a high level about the benefits of growing spreads. We wrote a bank of amazing nature stories – including the birds and the bees – to bring nature into the aisle. We created a simple framework and creative springboard that helped inspire local markets to operationalise the sustainable sourcing strategy.
