Define the societal relevance of a baby food company
Nutricia

Nutricia is a part of the Danone group that specializes in baby food and clinical nutrition. The mission is to bring health through food to as many people as possible to achieve both business success and social progress.

Challenges

When faced with the need of redefining their Corporate Social Responsibility (CSR) strategy, Nutricia knew where to go to: The Terrace. After the first CSR Strategy workshop Nutricia soon realized that the importance of healthy nutrition was insufficiently carried out by their brand.

Actions

We supported Nutricia in further exploring, expanding and promoting their societal impact.

  • When guiding the Nutricia communication teams through our Brand Purpose model, they came to an important insight: their purpose was not only winning the battle against conventional competition, but also against all unhealthy eating habits.
  • We provided Nutricia with the necessary tools for ensuring internal engagement with the new purpose and setting up the employee branding identity and advertising campaign.

Results

  • The brand purpose -fighting against unhealthy eating habits during the first 1000 days of life- is nowadays embedded at all the levels of the organization, from the leadership team to the employees.
  • Nutricia’s policies focus more than ever on the importance of a healthy start, which already begins during pregnancy.
  • When hiring new staff Nutricia seeks an alignment with their values and purpose.

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