Redefining Mondelez’s growth story towards the Future of Snacking
Case study: Mondelez
Introduction
Mondelez propels itself as a multinational powerhouse, with AMEA as its fastest growing engine in global expansion. With a mission to lead the future of snacking, Mondelez has impacted both the mature and emerging markets through global brands like Cadbury and Oreo, as well as local jewels like ChipsAhoy! spanning over 70 markets.
Spurwing was engaged for a retainer with Mondelez, to redefine the AMEA narrative, build media relations with key thought leaders, and work on a video series project to convey thought leadership in AMEA to employees and key stakeholders.
Challenge
Mondelez sought an agency well-versed in the Food & Beverage industry, with the ability to unearth compelling narratives from within the company. These stories would serve to spotlight Mondelez’s growth, as well as its commitment to supply chain efficiency, digital growth, and sustainability. Domain expertise, a profound understanding of the regional media landscape, and quality writing skills were key considerations for working with Spurwing.
Services
- Strategic counsel & reputation management
- Narrative & Messaging Development
- Media Engagement
- Storytelling
Approach
We had a discussion with Mondelez’s communications team to develop strategic priorities to elevate its reputation in the AMEA region, as well as to reinforce Mondelez’s commitment to its “Vision 2030” growth strategy by amplifying initiatives and milestones that ladder up to its goals.
This included:
- Strategic Media Engagements: Capitalising on our regional media reach, we secured media engagements with top-tier media including CNBC and industry-trade publications like FoodNavigator-Asia, Computer Weekly and Digital CFO Asia.This also included fruitful coffee chats, and this was integral in conveying Mondelez’s growth story through executive leadership.
- Content Creation: Leveraging Mondelez’s AMEA executive leadership, we supported the curation of a video series, Snack Chats, to drum up some of AMEA’s key initiatives that have supported the company’s growth over the year.
- Building narrative: We mapped out key messaging through Mondelez’s key pillars and built a content bank to help with storytelling for media.
Impact
- 4 Media coverages secured in key publications like CNBC, FoodNavigator-Asia, Computer Weekly, and more in the pipeline.
- 4 LinkedIn videos to amplify AMEA’s key initiatives, featuring the region’s executive leadership.
