IDEAS NESTLÉ Wanted To Work With
Good Ideas Made Real
Through internal and external research, Nestlé developed a brand idea
statement: “Limitless career possibilities in a limitless world.” This
led to the Employee Value Proposition of “Real Possibilities. Real
People.” This line served as Nestlé USA’s foundation for internal and
external employment communications. The line rang true internally,
particularly with Nestlé leadership, and worked well with Nestlé’s
global theme of “Good Food, Good Life.” But outside of Nestlé, the
line lacked substance to give it real meaning.
Moment of Truth
Nestlé brands are larger than life. They are big brands, and the Nestlé
portfolio has expanded tremendously in recent years. Brands like
Stouffer’s, Dreyer’s, Lean Cuisine, Skinny Cow and Tombstone
Pizza are now all part of the Nestlé family. These brands create career
possibilities that are very real. But in taking a closer look at “Real
Possibilities. Real People.” it was clear that something was missing.
The campaign was is need of a communications roadmap that
would help guide Nestlé in reaching specific targets. It also needed
something real to help prospective candidates make the connection.
We set out to bring the idea of “Real Possibilities. Real People.” to
life. But in order to do that, we had to get an understanding of what
the possibilities really are, and who the people are that’s we’re trying
to attract.
Solution
The ideal candidates for Nestlé USA are dynamic, collaborative and
responsible individuals who see how their role helps affect the greater
good of the organization. With “Real Possibilities. Real People.” as
our platform, we created a campaign that communicates this spirit.
It also resonates across the demographic groups that form Nestlé’s
current and future employee base.
We introduced “Make it Real” as a creative theme line and “rally
cry” for our campaign. “Make it Real” is a brand asset that frames
the campaign and differentiates Nestlé USA as an employer. Nestlé
.............................................................................................
Challenge
You don’t have to be a chocolate lover to have an emotional
connection to Nestlé. That’s because Nestlé was a part of your life
growing up and you likely are connected to at least one Nestlé
brand. A leading global consumer goods company, Nestlé has
products in every aisle of the grocery stores. With an incredibly broad
portfolio of products and a workplace that places more emphasis
on the task at hand than the title of, Nestlé USA offers an unlimited
array of career possibilities.
.............................................................................................
“Nestlé USA empowers employees to truly
impact the business.”
offers real possibilities for personal empowerment and professional
advancement. Every employee and every team may have a unique
perspective on Nestlé’s vision, but together, all Nestlé employees
are making it real.
Our creative campaign features real Nestlé USA employees and
real, larger-than-life products from the Nestlé brand portfolio. To
achieve, this we coordinated a two-day photo and video shoot with
35 employees across all Nestlé USA divisions. In showcasing the
heart of Nestlé – the employees – we were also able to feature the
breadth of the Nestlé brand portfolio.
Measure of Success
The Nestlé USA “Make it Real” campaign is an INSIDE success
story in progress. What began as a campaign “refresh” essentially
evolved into the development of a new Employer Brand campaign
that is truly unique to Nestlé USA. Our campaign included a
comprehensive style guide, a careers website, an eBrochure,
employee videos, email templates, college collateral, and signage
to hang in Nestlé facilities.
With “Real Possibilities. Real People.” as our foundation, we took
the campaign to new levels by creating a fresh, contemporary
visual style and capturing the passion that employees have for
Nestlé products and the global vision of “Good Food, Good Life.”