Fonterra
Farming better futures.
Background
Fonterra’s long standing relationship with D&Co spans more than 5 years. Together we’ve built powerful brands, immersive experiences, and engaging communications. So, when Fonterra wanted to create a fresh perspective for this year’s Farmers' Handbook that better communicated and connected with their farmers they reached out to D&Co.
The challenge
To create an engaging and approachable Farmers’ Handbook that demonstrates Fonterra’s new ‘Good Together’ philosophy in a way that would signal a fresh perspective and clearly communicate the achievements and future aspirations for the co-op to farmers, dairy plants and local communities up and down New Zealand.
“We’re absolutely delighted with this year’s Farmers’ Handbook and are so pleased we chose to work with D&Co. We set out to transform the way we were communicating with our farmers that was aligned to our guiding philosophy. Russ and the team listened carefully to our objectives and delivered a handbook that achieved what we set out to do.
D&Co are really easy to work with. As well as great creative solutions and copywriting, they were flexible and patient – all great ingredients when delivering on complex projects!”
— Teresa Smyth, GM Fonterra Brands at Fonterra
A new Farmers' Handbook from a Fonterra with a new purpose.
Our solution
When Fonterra asked D&Co to help bring to life their new ‘Good Together’ philosophy we explored an exciting new direction for the brand that signalled a departure from the corporate feel of the past. This fresh, approachable and softer communication was one we wanted to extend into the 2020 Farmers' Handbook.
We worked closely with the Fonterra team to push the design language, craft the narrative and tone and develop a handbook that worked hard to communicate The Co-operative Difference and our Good Together philosophy to truly connect with Fonterra's farming community.
The new handbook has been structured to reflect the five key areas for on farm excellence and is a simple yet comprehensive guide for farmers so they know what’s expected today and in the future to produce high quality milk in a more sustainable way.
It’s packed with compelling case studies, useful best practice advice and handy tools to help farmers. The handbook has been incredibly well received by core team as well as farmers.
Oh, and if you do get to read a copy let us know if you spot our quirky little addition on the inside front cover!
Deliverables:
Creative direction. Design development. Brand voice. Copywriting. Print management.
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