Redefining a category.
This global retail chain had a big ambition: To become the market leader in sustainability. But what that meant and how the brand would get there wasn’t clear.
I worked with multiple teams and regions to redefine this retailer’s role in the world and invent irreverent, integrated ways to align people with its purpose.
Messaging in multiple languages reinforced the story, while a modular digital toolkit let regional brands build the local assets they needed. All aligned with a full PR and marketing campaign.
Category leadership jumped. The company’s landfill dropped by 19%, greenhouse gas emissions by 13% and 60% of all waste was recycled.
Off the back of this success, the business joined the Dow Jones Sustainability Index—one of only four retailers in its sector worldwide. And was named one of North America’s ‘Best Places to Work.’ (Twice.)