Arla
Growing What Matters
Business challenge
Distill complex innovation efforts into a single, resonant message.
Arla Innovation Centre (AIC) faced the challenge of ensuring that its innovation story was not just about progress but about the real-world impact of that progress.
The food industry was evolving, with consumers demanding more transparency, sustainability, and responsibility from the brands they trusted.
FoodForward had successfully positioned AIC as an innovation powerhouse, but the communication needed an emotional connection that conveyed why their innovations mattered.
The challenge was to distill complex innovation efforts into a single, resonant message that could communicate both the ambition and responsibility of AIC’s work – one that would align with long-term goals while engaging consumers and stakeholders in a meaningful way.
Strategic insight
Innovation is about creating meaningful change.
The solution lay in shifting the conversation from how AIC innovated to why they innovated.
“Growing What Matters” was built on the insight that innovation is not just about scientific advancements or product development – it’s about creating meaningful change.
By embedding “Growing What Matters” within FoodForward, AIC was able to ensure that every conversation about innovation was rooted in purpose and long-term value.
Creative solution
Framing AIC’s work in a way that was easily understood and deeply impactful.
The introduction of Growing What Matters transformed the way AIC spoke about innovation. Instead of listing scientific advancements, the communication became about the outcomes – what the advancements meant for the planet, for consumers, and for the future of food.
Through a compelling and emotionally resonant storytelling approach, “Growing What Matters” framed AIC’s work in a way that was easily understood and deeply impactful.
The message was integrated across all innovation communications, creating a seamless narrative that reinforced AIC’s role as a forward-thinking, responsible leader in food innovation.
The creative execution of Growing What Matters brought a sense of humanity and urgency to AIC’s innovations. By aligning with global sustainability efforts and consumer expectations, the communication platform positioned AIC not just as a brand responding to trends, but as a brand actively shaping the future of food.
Collaboration and implementation
Collaborative effort across AIC’s innovation teams.
Bringing Growing What Matters to life required a collaborative effort across AIC’s innovation teams. Workshops were conducted to ensure alignment across departments, helping teams understand how their specific innovations contributed to the overarching message.
Visual storytelling played a key role, with creative assets designed to highlight the tangible impact of AIC’s work.
By integrating Growing What Matters into FoodForward, we created a unified, compelling communication framework that ensured every innovation was seen not just as progress, but as a meaningful step towards a better future.
Results
A leader in shaping the future of food.
The launch of Growing What Matters transformed how AIC communicated innovation. The narrative shift resonated strongly across stakeholders, creating a deeper understanding of AIC’s role in shaping the future of food.
The communication platform successfully brought focus to the why behind AIC’s innovations, reinforcing its commitment to meaningful progress.
By establishing Growing What Matters as the creative foundation beneath FoodForward, AIC ensured that innovation was no longer just a concept – it was a movement with purpose, responsibility, and real impact.
The strategy positioned AIC as a leader not just in food science, but in shaping the future of food in a way that truly matters.
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