Successful in its 100th year as the world’s market leader for food production – a reason to look not only at the history of the BAADER company, but also at its current status and future. Therefore, we have developed and implemented a new brand positioning and a holistic anniversary communication — with gala dinner and staff party as emotional brand experience highlights of the celebratory year.
With the development of a 360° brand experience, we approached the Lübeck-based family business BAADER to create a new brand identity for the occasion of the company’s 100th anniversary and to make it tangible on various communication levels.
The holistic communication consulting and implementation included corporate communications with CD guide as well as anniversary communication with theme setting for internal and external online platforms and company chronicle. As well as live communications with creative and production consulting for the new trade fair stand and the implementation of two highlight anniversary events at the company’s headquarters in northern Germany.
At the gala dinner in a historic industrial location, the emotional staging of BAADER’s brand values and company history in the context of a modern stage show was touching. It was rounded off by a culinary walk through the BAADER worlds of fish and poultry and personal celebratory speeches by the company’s top management, prime minister and ambassador.
As an international food market, the staff party brought together many different (food) cultures of employees from all over the world – a versatile, interactive entertainment programme completed the exuberant anniversary atmosphere.
