DR. OETKER: CREATING A TASTE OF HOME – THE SUCCESS STORY OF CONCEPT & ROLL-OUT OF AN INTERNATIONAL PURPOSE CAMPAIGN.
Transformation in companies: Dr. Oetker Purpose as reference project.
After changes in the management as well as the introduction of a new corporate strategy and the publication of a new strategic vision, Dr. Oetker also aims to define and emotionalise the company's own deeper meaning in order to strengthen joint identification, to bind employees and to answer the “why question” in concrete terms.
The purpose was rolled out and brought to life in cooperation with Rabl & Hahn in more than 30 national companies.
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CONSUMERS
ButtonDr. Oetker believes in providing tasty food moments for anyone, anywhere and at anytime,because the taste of delicious food can make people feel happy and comfortable. Therefore Dr. Oetker continuously strives to improve the nutritious profile of their products.
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ENVIRONMENT & SOCIETY
ButtonDr. Oetker is aware of their corporate social responsibility and the environmental impact of their actions. Their strategy is long-term, cross-generational and resource-saving - always with the aim of preserving the world as a home for future generations.
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EMPLOYEES
ButtonThe people are at the center of everything Dr. Oetker does. This is why they empower their employees and leaders to act always in an entrepreneurial, inclusive and open-minded way. Together, they make Dr. Oetker an inspiring and future-shaping workplace.
Diana Schwindt, International Transformation Manager, Dr. Oetker
"Working with Rabl & Hahn is like taking a journey into the future. During the rollout of our Purpose Statement in more than 30 subsidiaries, Philipp and Jennifer’s team have constantly inspired, supported and challenged us. We appreciate their dedication and commitment to go the extra mile with us. Today we can proudly say Rabl & Hahn has supported us in bringing our Purpose to life."
CHALLENGE
Purpose - this term is of increasing importance in times of changing values. But what does the term mean? A purpose describes the higher goals and the deeper meaning of a company: In other words, the “why”. It is the great common denominator and engine of an organization. It answers the following questions: Why do we exist? What are we needed for? What difference do we want to make in this world?
After changes in the management as well as a new corporate strategy and the publication of a new strategic vision, Dr. Oetker also aims to define and emotionalise the company's own deeper meaning in order to strengthen joint identification, to bind employees and to answer the “why question” in concrete terms. The purpose was uncovered from the company's DNA in collaboration with Rabl & Hahn.
ASSIGNMENT
After the internal definition of the Dr. Oetker Purpose "Creating a Taste of Home" in the first project phase at the end of 2018, the planning of the concept, roll-out and implementation phase began in spring 2019. At this point in time, Rabl & Hahn was involved in the project.
Creating a Taste of Home.
This purpose had to be visualized, introduced and sustainably implemented at Dr. Oetker. In order to involve and inspire all employees worldwide, all measures were rolled out simultaneously in more than 30 national companies around the globe in the respective national language. In addition to the content and visual conception, the focus was therefore also on the international introduction of the purpose.
The onboarding of the employees was ensured through a step-by-step introduction to the purpose over several phases. The division into teaser, aware and engage phase offers a clear structure and a time frame for the project. Dr. Oetker initially requested the support of
Rabl & Hahn for the teaser phase. In the further course of the project, the work order expanded to the next project phases after the successful purpose launch.
CHANGE-/ CONSULTING AND ACTIONS TO INTRODUCE A PURPOSE
PURPOSE IDENTITY
The goal: to give the purpose a face and an identity. Based on the purpose "Creating a Taste of Home", various suggestions for a key visual were developed that reflect the purpose with its 3 dimensions (employees, consumers as well as environment and society). The key visual is the basis for all further measures and has been partially adapted for the individual countries.
PURPOSE CI GUIDE & MEDIAPOOL
In order to ensure a unified purpose communication, Rabl & Hahn created a purpose CI with guidelines and layout examples based on the designed communication media.
PRODUCTION
Another important milestone: The production of the communication material in the respective national languages as well as the logistics and shipping for a simultaneous rollout in more than 30 national companies worldwide.
TEASER PHASE
Two weeks before the official presentation of the purpose in fall 2019, the 14-day teaser phase started with the aim of sensitizing employees for the purpose simultaneously in more than 30 national companies.
Since change can also be fun, the employees were approached in a different way on the subject of purpose every working day - the Dr. Oetker Purpose itself remained hidden.
AWARE PHASE
After the interest of the employees was aroused, the 6-month aware phase started: the roll-out of the actual purpose. The focus hereby was on the Dr. Oetker Principles.
In addition to the design of the digital and print visuals for the roll-out, emphasis was placed on the use of video elements.
To give all Dr. Oetker employees a voice, the rollout of the teaser phase was documented in around 30 national companies around the world and the emotions were shared with all countries.
An image video emotionalized the purpose and gave it the necessary goosebumps character.
ENGAGE PHASE
In a third step, the employees were actively involved in sustainably anchoring the purpose in the long term.
Among other things, the content was communicated interactively in small groups in so-called “Let's do it” sessions.
PURPOSE E-/ PRINT-BOOKLET
In addition to numerous presentations, workshops and stakeholder engagement sessions, this 90-page booklet shows the Dr. Oetker employees how they can bring the purpose to life in their everyday work. The booklet explains the Dr. Oetker principles and provides numerous tips and practical examples, explains scientific studies and even helps to ensure that every employee can find their very own purpose.