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Background and Challenge
Foodstuffs, one of New Zealand's largest and proudly 100% Kiwi-owned organisations, is best known through its supermarket brands: New World, PAK'nSAVE, and Four Square. However, despite its scale and influence, the overarching Foodstuffs brand was often overshadowed by its sub-brands when presenting itself to the market.
The challenge was twofold:
- To establish a strong, unified employer brand that resonated with external candidates and demonstrated Foodstuffs' identity as a cohesive Cooperative.
- To boost internal staff engagement and alignment across the organisation's various brands.
Our Approach
Introducing "Foodies"
To address these challenges, we created the "Foodies" concept, transforming how Foodstuffs employees identified with their workplace. Rather than being seen simply as employees, they became "Foodies," united by their shared purpose and pride in working for Foodstuffs.
Employer Branding Development
We leveraged this concept to create a compelling employer brand that was authentic, engaging, and reflective of Foodstuffs' unique culture. Our deliverables included:
- Creative Concept and Imagery:
Designing a cohesive visual identity to communicate the "Foodies" message. - Engaging Video Content:
Showcasing real employees and their stories to bring the brand to life. - Career Site Landing Page:
Building a candidate-focused site to highlight Foodstuffs' opportunities and culture.
Internal Engagement Campaign
We worked closely with Foodstuffs to ensure the "Foodies" concept was embraced internally. The campaign launched with a series of initiatives to align staff with the new identity, fostering a sense of pride and unity across all levels of the organisation.
Impact
Enhanced Employer Branding
The "Foodies" concept has redefined how Foodstuffs is perceived in the market, providing a strong and cohesive employer brand that resonates with candidates and positions the Cooperative as a top employer in New Zealand.
Improved Internal Engagement
The campaign successfully unified employees under the "Foodies" identity, increasing engagement and creating a stronger sense of belonging within the organisation.
Sustained Integration
The "Foodies" campaign has been well received and remains an integral part of Foodstuffs' ways of working. Its ongoing presence continues to drive alignment and engagement, making it a cornerstone of Foodstuffs' employer branding and internal culture.
Connect with us
We understand that not one size fits all, that's why we offer solutions tailored to suit your specific recruitment challenges. Find out how we can help you attract and engage the talent you need with a free consultation.