Cooking Up a Recipe for Growth
Conagra Brands, “Recipe for Growth” was a 5-year strategic initiative directed to employees that articulated their long-range objectives and methods for achieving their goals.
The communications needed to reach employees in their corporate offices and plant locations where they’d become a part of employees’ everyday environment. We utilized a variety platforms to communicate the Recipe company-wide, including: print, video, PPT templates, screen-savers, intranet portal graphics, large-scale environmental branding, presentations, meetings and events.
The Recipe for Growth name and brand identity were designed to reflect to the nature of Conagra’s business while creating a vocabulary that spoke to two of the Recipe’s main ingredients: innovation and imagination.
The Recipe box for the Recipe for Growth training program included tips, resources and guidelines for managers and team leaders to keep on their desks as an easy reference guide. This helped align all employees in a management position to senior leadership’s strategies, enabling them to speak to their direct reports about how they fit into the company’s mission and vision.
The new peer-to-peer recognition program within the Recipe family, called “e2” for “everyday extraordinary,” included message boards in common spaces inviting people to “share your extraordinary way.” Employees were recognized for demonstrating the values of the Recipe.
The Recipe came to life with engaging environmental branding in Conagra’s plants and offices across North America. Branded conference rooms and collaboration areas were designed to inspire and get peoples creative juices flowing, while celebrating the artistry of the foods they make.
The Recipe was introduced to the investment community at the CAGNY (Consumer Analyst Group of New York) Conference. Following the CAGNY roll-out, it was adopted by Conagra’s investor relations group for their annual report.