BRANDING CHALLENGE

ARLA FOODS INGREDIENTS

ARLA FOODS INGREDIENTS

In 2016, Arla Foods Ingredients was a widely acknowledged leader in the whey protein industry – largely thanks to its decades-long emphasis on R&D, nutrition science and product quality. But its brand story of “Quality First” was meeting increasing resistance, primarily from internal stakeholders.

The project was carried out in close partnership with representatives from across the company, with customers and with value chain partners.

How did we solve this challenge?

Management asked cylindr to come up with a powerful new storyline to re-energize and align everyone behind a new company vision, mission and strategy. Working with a cross-organization, cross-country team numbering more than 50 people, cylindr developed all the elements of the new brand from strategy to content, including a new corporate brand video.

The outcome

The new brand was a roaring success – and the mantra of “discovering and delivering the wonders of whey” became an integral part of doing business the Arla Foods Ingredients way. The overall KPI of becoming “the One to Watch” was achieved 12 months ahead of time.

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