Putting meaning behind ‘Food to Feel Good’ for The Compleat Food Group

Home to brands including Wall’s Pastry, Vadasz, Unearthed and Squeaky Bean, the newly formed £1bn turnover The Compleat Food Group faced the challenge of bringing to life its new identity and brand proposition both internally to its 5,000 employees and externally to the UK grocery sector.

Our objectives were to quickly build its reputation amongst external and internal audiences and communicate its new ‘Food to Feel Good’ proposition. This involved creating a tone of voice toolkit to ensure our messaging was landing consistently and using the group’s leading brands alongside category insight to increase understanding of the group’s capabilities through press releases, features and thought leadership.

We also held a sampling day at the head offices of William Reed – home of The Grocer and other key food trade media – to bring The Compleat Food Group’s brands to life and build relationships with key journalists face to face.

LinkedIn was used as a key owned channel to increase understanding of the group’s brands and their position within their categories and to showcase the company as a great place to work.