Sustainability as a selling tool
Sustainability is only powerful if people know how to talk about it. Ferrero’s Sustainability Trade Book equips commercial teams with the insight and confidence to do just that.
Challenge
Ferrero have a great set of sustainability claims that they felt were not being leveraged as a tool for strategic alignment with their major customers. At the same time, their commercial teams were asking for guidance on how to answer customer queries on sustainability they felt ill equipped to answer.
Solution
We developed Ferrero’s Sustainability Trade Book, a simple but authoritative manual designed to put all the information their commercial teams might need at their fingertips.
The Trade Book set out the business case for sustainability based on regional regulations, consumer research and customer targets to secure belief amongst commercial teams in its value. It also explained Ferrero’s strategic priorities, unpacked their goals and claims and brought them to life through case studies.
Finally we developed an authoritative set of FAQs for each ingredient that anticipated what they might be asked and set them up to give credible answers on the spot.
Impact
The first Trade Book was well received and we have just released Version 2 which is set to equip commercial teams with all they need for the season ahead.
