NORTHFIELD, IL: Kraft Foods revealed a new global identity today that it hopes will drive the company forward in its second year of a three-year turnaround plan. The new motto is “Make Today Delicious,” and it's accompanied by a new logo.
Kraft, the world's second largest food company, plans to create a clearer brand identity and more cohesive corporate culture with the initiative, reaching out to its employees globally, said Perry Yeatman, SVP of corporate affairs at Kraft Foods. Eventually it will direct the same key messaging to consumers.
“If you think about the history of Kraft, we were in large part built by acquisition. It's been a combination of [that] and organic growth,” she said. “Most recently, when we acquired the Danone Biscuit business…we saw a real opportunity and a need within the employee base to help them understand…what is the new Kraft.”
The rebranding will have slight differentiations across markets, but overall it will reflect Kraft chairman and CEO Irene Rosenfeld's plan to restore Kraft's long-term growth as part of an ongoing three-year plan, Yeatman added.
Rosenfeld presented employees with the company's new “higher purpose” last Tuesday, February 10, during a global town hall meeting, which was also simulcast, according to Lisa Gibbons, associate director of corporate external communications at Kraft.
“Trying to avoid the big hit and fizzle,” Gibbons said the program, which was under construction for the past eight months, will be an ongoing effort, with new programs put in place as it goes forward.
For example, it recently added a new intranet site, and it will launch a new global viral video program called Watch It, where employees can share their own perception of “delicious.”
Gibbons noted that when the rebranding moves externally it will help Kraft Foods, the corporation, differentiate from its consumer branding, such as Macaroni & Cheese.
“[Rosenfeld] promised to create a new Kraft Foods. So, now, we are going to be talking externally as to what Kraft Foods stands for,” she added.
The effort is supported by Kraft's corporate and legal affairs, marketing and HR departments globally. It also tapped UK-based branding agency Nitro to support the corporate identity shift.
One of the reasons for this process was to create “clarity of purpose” and “enable a high performing culture,” key prongs in the turnaround plan, Gibbons said.