Goodman Fielder
The biting truth: making food a force for good
As a global leader in food, Goodman Fielder have an important role to play in making the world a better place.
Goodman Fielder has over 120 brands operating in Australia, New Zealand and Asia-Pacific. As a global leader in food, they wanted to develop a sustainability strategy to improve use of resources, support local communities, and provide millions of people with healthier choices.
To help Goodman Fielder transform their behind the scenes sustainability initiatives into a strategy that will guide the business' future sustainability approach, we formed a partnership with sustainability experts Edge Environment.
Edge Environment worked with Goodman Fielder to develop their sustainability strategy, shaping content that personifies their inspiring way of doing things. Focus Creative then helped bring their strategy to life across all communication channels through a communications plan and design rollout.
We began by developing awareness, consideration and engagement messages. We tailored messages to different audience groups to maximise engagement, including; customers, supply partners and internal staff.
We developed a new positioning line that spoke to the Goodman Fielder's sustainability strategy: Better Together.
Better Together highlights Goodman Fielder's commitment to making a difference and achieving their 9 ambitious goals, through partnerships and collaboration. Aiming to bring together partners, employees and the wider communities they touch, Goodman Fielder use their reach as a force for good.
Through our partnership with Edge Environment, we shaped a sustainability strategy, promoted a sustainability leader and developed a suite of creative assets to tell Goodman Fielder's story across various communication channels.
The suite of collateral included a key visual to encompass the 'Better Together' strategy, brochure, video animation, website assets and eDMs.