Vibrant Foods: Building Europe's Largest Ethnic Food Business
After acquiring six independent brands with private equity owners to create Europe's largest ethnic food business, with a revenue of hundreds of millions, Vibrant Foods faced an identity challenge. The objective was to unify combining teams into one shared brand vision, while preserving the unique culture of each company, some of which had been family-run for decades. Bringing people together after acquisitions is one of the hardest things in business, and getting the communications right was essential.
Impact
Communications reached every member of Vibrant from headquarters to factory floor. Teams had total clarity on the business' vision, instilling a stronger employer brand across a previously fragmented organisation. Vibrant Foods successfully brought a new family of companies across the UK and Europe, and thousands of employees, together, creating a shared culture strong enough to sustain the business through the next phase of its growth.
Approach
We drew up a new internal communications strategy for Vibrant Foods' senior leadership and board, designed to unite all teams and support talent retention during a period of significant change. We established new internal communications channels and touchpoints across the group and worked with head office to introduce new routines to keep engagement consistent. Our content, from newsletters to posters and animated videos, was designed to feel authentic, personal and genuinely inspiring rather than corporate.
