Cosun 125 years

The campaign celebrates Cosun’s 125th anniversary with multiple live events for the internal target audience. It aims to unite members, employees, and families in a festive, educational environment.

Royal Cosun is a leading agricultural cooperation. Together, they unlock the full potential of plants by sustainable production of smart solutions for current and future generations. This is done by 6 business groups (BG’s) and 8000+ members of the coöperation. In order to strenghten the market position, the internal stakeholders had to deeply understand the strategy and experience the benefits of a One Cosun approach. The goal of the jubiliee year was to make a first step towards a One Cosun where all Business groups and employees feel as one. The objectives were: increase company pride, and increase engagement between members and employees. The target audience was aimed to increase their knowledge about all business groups of Cosun, especially their products/groups and experience Cosun as the connecting factor and strong brand.

A jubilee campaign was created including multiple touchpoints throughout the year. To discover the drive and desires of the target audience, brainstorms with representatives of all BG’s and members brought us input. Being able to visualise the year a brandguide was designed including a jubilee logo. The engagement objective was used to set up a roadshow where the boardmembers visited all production locations and offices. Followed by the chance for employees of the business groups to visit member growers. The highlight of the campaign was the celebration where all BG’s, members and employees came together to experience the One Cosun feeling for the first time. The place to meet, discover, enjoy and learn about Cosun’s shared values. The aim was to reach 100% of the target audience. Therefore after the festival all members who could not attend personally received a package of stroopwafels with a rewarding letter, thanking them for their contribution to 125 years.