Cosun 125 years
Customer
Cosun
Services
Anniversary campaign
Awards
Best Events Awards: 2x Brons, categorie: B2I Events & Celebration/Festivity
Royal Cosun is a leading agricultural cooperative that harnesses the full potential of plants through sustainable production of smart solutions for current and future generations. With six business groups and more than 8,000 members, Cosun is committed to growing as a strong and unifying organisation.
The customer's question
In the context of the 125th anniversary, the ambition was to take a first step towards a ‘One Cosun’ strategy, in which all business groups and employees feel connected as one entity. Strengthening pride and involvement within the organization was central to this.
Our proposal
In order to strengthen Cosun’s strategic position, internal stakeholders needed to gain a deep understanding of the benefits of a One Cosun approach. The aim of the anniversary campaign was to increase the pride of employees and members by letting them experience what it means to be part of Cosun. In addition, the campaign focused on strengthening involvement by creating a greater connection between members and employees. The solution to this challenge was found in an extensive anniversary campaign consisting of multiple touchpoints. By means of a roadshow, farm visits and a grand anniversary festival, these objectives were achieved step by step.
The event
The anniversary campaign consisted of three important phases. In the first phase, the management team visited all production sites and offices, handed out syrup waffles and talked to employees to strengthen the anniversary feeling and increase mutual connection. In the second phase, employees were given the opportunity to visit member growers on their farms, which contributed to better mutual understanding and increased appreciation for each other’s work. The third phase was the Cosun Festival on 8 and 9 June, where more than 10,000 employees, members and their families came together for a major event. Here, the six business groups presented themselves, innovations were shared, and there was plenty of entertainment and high-quality catering for young and old. Finally, members who were unable to attend received a package with syrup waffles and a personal letter sharing Cosun’s vision for the future, so that they too felt involved in the anniversary and the message of One Cosun.
The results
The impact of the anniversary campaign was evaluated through surveys among the participants. The result showed that the campaign was a great success. The sense of pride within the organization had grown significantly, with no less than 98.8 percent of the participants feeling proud to be part of Cosun. In addition, the surveys showed that 94 percent of the participants had gained more knowledge about the products and services of the various business groups. It also became clear that the connecting power of Cosun was highly appreciated: 92 percent of the participants indicated that they had made new and relevant connections. Finally, a significant increase in involvement was observed among the internal target group. A member grower aptly summarized the success of the festival with the words: “If this is the quality of what Cosun has to offer, then we have a great future ahead of us together.”
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