In 2006, food and beverage giant Nestlé acquired the iconic Australian brand Uncle Tobys, its sales team and its range of products, bringing Nestlé’s total range to over 3,200 products. Nestlé faced a significant communication challenge: How to communicate business and product priorities simply and consistently whilst merging the new sales team into the business, and, at the same time, increase sales.
Impact and the Nestlé sales team developed a strategic and highly creative engagement event, based on strong employee insight, to engage Australia’s largest field sales team in plans for the year ahead, encouraging less risk-averse behaviour which contributed ultimately to an increase in sales.
Tactically this included employee focus groups, leadership workshops, a strong visual identity and theme, dedicated SWAT teams working with over 20 presenters, as well as highly-creative delivery of messages over an energy-filled two days.
A combination of anecdotal feedback and quantitative survey results from the field revealed an immediate behaviour change across all state teams – higher productivity, teamwork and collaboration across the states.
The campaign was awarded an IABC Gold Quill Award of Excellence and an Asia Pacific PR Week best employee communication campaign award.