Danone is aiming to develop a portfolio of “manifesto brands” that reflect the company’s commitment to deliver a positive food future.
The French diary giant, which spans a stable of brands including Activia yoghurt and Evian mineral water, is using its new One Planet, One Health positioning to communicate the company’s desire to help consumers make healthier choices.
The business is embracing what it sees as a revolution among consumers to reclaim their connection with food, breaking down the barriers to establish what global CEO Emmanuel Faber calls “food sovereignty”.
“When you see that a third of young adults in the UK would not be able to say that there is a connection between bacon and pigs, this is problematic,” Faber tells Marketing Week.
“It’s really about a movement that goes beyond the question of sustainability. What we’re suggesting is a pretty radical new approach to support people in their choice for healthier and more sustainable eating.”
The new brand identity, including a revamped logo, will appear in all Danone corporate communications by the end of 2018, while the rollout across the brand portfolio will be a more gradual process.
“The commitment that we’ve made is that all our brands will be what we call ‘manifesto brands’, which means brands that are characterised by the way they engage with consumers, the positioning, communication, marketing and the product themselves,” Faber explains.
If we’re true to the vision it has to change the way we operate as a company to ensure that our people have more to say about how we manage our business.
“Not every brand [across the portfolio] is ready today. We want our brands to earn the right to carry that ambition.”
The positioning is based on a manifesto written by Danone employees over a two-year period. Some 50,000 people from the global workforce connected to discuss the grassroots campaign via the company’s Facebook at Work social platform.
“The whole concept behind food sovereignty is for us to surrender control and give the power back to people, and…