COFCO is one of the biggest suppliers of food commodities and food products in the world. But the company’s profile outside of its home market, China, was limited and very few people were familiar with the COFCO story. We were asked to reflect the company’s transformation from a domestic, state-owned enterprise to a world-class agri-food business with operations across the globe. Helping different target audiences better understand COFCO’s new business model – an integrated value chain which helps them deliver natural, high quality, value for money food products from farm to fork – was key.
COFCO wanted to connect with prospective partners, acquisition targets, government, regulators and media in Europe and South America whose perception of state-owned Chinese businesses was not always positive. These audiences needed to be reassured that COFCO was a responsible partner. COFCO also wanted to engage with domestic Chinese audiences with the aim of building pride in a company which had grown from a domestic champion to a world-class business.
A large integrated business requires an equally big, bold and integrated approach to telling its story.
We developed a consistent narrative, in multiple languages, across film, infographics and printed collateral. Critical to this was the creation of a brand language and a look and feel that spoke to COFCO’s qualities and key differentiators – world-class, natural food, innovative, scale and integrated. Using specially designed icons we re-imagined the way COFCO describe their integrated value chain. A Chinese television commercial brought the company’s story to life for domestic audiences, while a specially shot film of their Brazilian operations helped reassure new partners, the government and regulators that the company is committed to economic growth on a responsible, sustainable basis.
Audiences around the world were introduced to the full spectrum of COFCO’s capabilities, services, products and value chain. The TVC, Brazilian corporate film and infographics were central to driving extremely positive media and commercial outcomes.