Abel and Cole came to us for help with the first stages of reworking their comms strategy. Having been first company in the country to offer home delivery of organic veg boxes, their offering had not only become much wider and more varied, but they had also experienced a huge rise in the number of competitors in their sphere.
They needed to tighten the focus around their offering, define what they do and who they are, and develop a series of workable outputs to inform their marketing communications.
We ran a full day’s workshop at Abel and Cole’s London Headquarters. Three members of the GP team guided around 12 Abel and Cole staffers from across the company through a bespoke set of collaborative and interactive exercises designed to get the creative juices flowing and deliver on the key objectives.
During some exercises, the Abel and Cole team were prompted to consider elements of the company’s culture alongside key moments and achievements from its history – with the GP team encouraging and soliciting inputs across the board.
Engaging, energetic and exciting, the activities got everyone making valid contributions and inspired lively debate.
We took away the work that the team had done throughout the day and worked it up into a framework covering Abel and Cole’s new key messages and brand positioning. Covering both internal and external comms, Abel and Cole received a 30-page document to provide a platform upon which to build their new communications. From positioning statements to brand promise and from USP’s to “The One Thing” – all bases were covered.