CHALLENGE
• Internal sales team saw the best-selling products (corn, potato, tapioca, and rice starches) as boring and made little effort to increase interest in these staple offerings
• Against a large roster of diverse ingredients, the power player products needed to reignite excitement and re-establish dominance with the sales team to improve sales
SOLUTION
• Cut through internal conservative clutter by drawing the power players as charming, fun superheroes
• Produced a bi-monthly internal digital magazine featuring stories about the superhero escapades, ordinary starches doing extraordinary things
RESULTS
• Superhero characters sparked internal conversations and drove sales
• Internal digital magazine had an open rate of 72%
• Measurable increase in cross-platform awareness of capabilities and results
• A more aware and connected corporate culture
