Lantmannen

About the project

Lantmännen Unibake is a global leader in the bakery industry with a turnover of approximately EUR 1.1 billion. Owned by 18,000 Swedish farmers, Lantmännen Unibake supplies high-quality bakery products to clients such as Burger King and the Big 4 UK supermarkets, ensuring a fresh, reliable supply chain. With its UK headquarters in Bagshot and two production facilities in Milton Keynes and Bedford, Lantmännen Unibake needed to communicate its business vision of “Growing Together: From Good to Great.” Our role was to help engage their staff at every level, ensuring the vision was embraced and acted upon, driving growth from within.

Challenge

Lantmännen Unibake aimed to roll out a new business vision across the company, with a focus on making it more than just a directive from leadership. At Beach Marketing, we recommended a bottom-up approach to ensure the vision was fully embraced by every employee, from the production floor to senior management. The challenge lay in helping staff not only understand the new business vision but also take ownership of it in their day-to-day roles. Our task was to inspire and empower employees to move the business from “good to great” through clear, relatable, and actionable communications that would resonate with all levels of the organisation.

Solutions

Pro-Align had pursued a ‘products first’ strategy, which focused attention on the features for each product.  From an engineering perspective that makes sense, prospects need to understand the product but from a marketing perspective it wasn’t leading to the sales results they needed.

We moved their focus from ‘products’ to ‘customers’.  We switched the messaging from ‘features’ to ‘benefits’ and we differentiated their product ranges to engage individual customer groups.  We moved away from ‘one size fits all’ and created an online experience that helps users to easily find exactly what they’re looking for quickly and easily.  As it should be.