Heinz - Internal Employee Comms

The Challenge

Heinz wanted to shift their internal culture from one of tradition/history and entitlement to match their winning culture.

Our brief was to identify what working at Heinz truly meant to its employees and bring it to life as an internal brand that had the flexibility to work across all business units, from head office to the factory floor.

The Solution:

By gaining insight from current, past and potential employees the notion that Heinz are down-to-earth despite being a global company rang loud and clear. The style we developed represents this, cutting through the image of Heinz as a large corporate. Comfortable with their brand identity, it also bravely moves away from using their iconic Beanz, although the new internal logo 'where talent shines' using the keystone design, clearly reflects the Heinz heritage.

Extensively used for internal employee communications, the approach has now been incorporated into the experienced hire/graduate web sites and is being rolled out across external recruitment communications.

The Results:

Initial feedback was positive from both internal and external stakeholders. Heinz loved the informality of the concept, including the language and tone of voice. We are already looking at how we can evolve the approach to ensure that its stays 'fresh' and that it continues to appeal to all levels at Heinz.