Schulstad

About the project

Lantmännen Unibake International, a global bakery company owned by 42,000 Swedish farmers, faced the challenge of uniting its 13,500 employees across 19 countries under a shared understanding of the company’s rich heritage. The project aimed to create an innovative global campaign to educate and inform staff about the history and values of the company’s founder, Viggo Schulstad. The goal was to inspire and instil his brand values in an engaging and memorable way, ensuring that these values resonate across different cultures and languages.

Challenge

Communicating brand values and heritage on a global scale is never easy, especially when dealing with a company as large and diverse as Lantmännen Unibake International. The campaign needed to capture the essence of Viggo Schulstad’s legacy while making it relevant and accessible to employees worldwide. The challenge was to develop a campaign that could effectively convey the founder’s story, values, and attention to detail in a way that would engage a wide range of employees, from factory workers to executives, across multiple countries and languages.

Solution

To meet this challenge, the campaign was centred around the creation of International Viggo Day, coinciding with the anniversary of Viggo Schulstad’s birth on 13th March 1848. The “Everything Matters” slogan was developed as the campaign’s core message, emphasising the founder’s commitment to quality and detail. The campaign included a variety of engaging materials such as new graphics in country offices, a teaser campaign titled “Viggo is Coming,” and a range of fun marketing collateral like die-cut beards, balloons, bunting, and cakes. Staff were encouraged to actively participate in the event and share their experiences on social media, creating a sense of unity and celebration across all locations.