Sharing the message
The challenge
With an ambitious goal to reduce beef emissions in their North American supply chain by 30% by 2030, Cargill approached Flag to help them raise awareness and foster collective action. Our task? Help engage audiences on how Cargill is leading the industry through their BeefUp Sustainability programme.
An end-to-end communications campaign
The solution
Flag developed a bold messaging and a visual identity that would inspire engagement with Cargill’s BeefUp Sustainability programme, focus-testing them with key stakeholders to ensure they resonated.
To house this messaging and share Cargill’s story more widely, Flag created an emotive anthem video and easily navigated, eye-catching digital hub. We also delivered a suite of launch materials, including strategic communication plans to reach target audiences and various other assets, like:
- digital adverts, social media visuals and a full-page print advert
- customer-facing employee toolkit
- a progress spotlight brochure
- customer sustainable grazing tour brochures and co-branded customer gifts
- updated Cargill HQ office signage and wall art installations
- tradeshow pop-up banners.
Reaching millions
The result
The result was a bespoke collection of engaging assets which generated over 5 million media impressions in just seven weeks. Partnerships announced during the launch were covered by media outlets like SmartBrief on Sustainability and Foodmarket News. And, through programme collaborations, BeefUp Sustainability has already helped some Cargill customers meet their own sustainability goals.
