MMMAKE YOUR MARK
A TASTY NEW CAMPAIGN
The UK's food and drink industry has united to launch 'Mmmake Your Mark' – an exciting new campaign to showcase why the industry is such a vibrant place to work.
The cross-industry collaboration, convened by IGD on behalf of the Food and Drink Sector Council, briefed BAGGI to create a new campaign brand that aims to inspire the next generation of talent to envision their future in the sector.
MMMAKE YOUR MARK
In addition to Inspiring the next generation of talent and galvanising support across the sector, it was vital for BAGGI to create a campaign brand that is reflective of the exciting and dynamic world of consumer food and drinks brands.
The name 'Mmmake Your Mark' and brand identity capture this perfectly - it's playful, meaningful and downright delicious!
FROM FARM TO FORK
The campaign represents the collective response to 'The Independent Review into Labour Shortages in the Food Supply Chain', which was commissioned by the Department for Environment, Food & Rural Affairs and published in June 2023.
A massive issue considering the food and drink industry is the largest private sector employer in the country, creating 1 in 8 jobs.
For the first time, the campaign saw organisations from across the entire food chaincommunicating together - showcasing opportunities from 'Farm to Fork', 'Science to Sizzle' and 'Tech to Taste'.
Mmmake Your Mark reflects the incredible diversity of roles in the sector, promoting it as a place where individuals can discover their purpose, embrace new possibilities, and progress in their careers.
The campaign also highlights the industry's important role in tackling critical issues such as nutrition, climate change, food security and economic growth.
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THE RIGHT INGREDIENTS
In addition to the name and campaign brand, BAGGI created a toolkit of assets – one that’s vibrant, fun and reflective of the industry, featuring a delicious logo, playful fonts, bright colours and bold graphics.
A comprehensive resource stuffed with a menu of inspiration, assets and content - everything the industry needs to help bring the campaign to life. These include a short film, animated logo assets, shorts and reels for socials, design templates for print, digital and presentations, plus a handy LinkedIn guide developed with partners, to bolster the launch and harness a collective voice across the industry.
All designed to work on existing company-owned channels, the creative assets complement existing communications, recruitment marketing and employer branding plans.
WHAT'S ON THE MENU
THE PROOF IS IN THE PUDDING
👉 The campaign kicked off on Wednesday 27 August with a LinkedIn ‘thunderclap’ – where more than 55 organisations posted on their LinkedIn channels, representing a collective reach of more than 7 million… and growing!
👉 The new government endorsed the campaign via Defra. Daniel Zeichner MP, Minister for Food Security said: ‘Food security is national security, and the backbone of a robust food supply chain is a skilled domestic workforce. Attracting bright new talent to the industry is vital for the future of UK food and this campaign showcases the UK's food and drink industry as a vibrant place to work, giving the next generation an opportunity to Mmmake Your Mark.’
👉 The Sun’s careers page featured the campaign, including a case study from Mmmake Your Mark partner Tesco. It was mentioned in The Times; and the trade coverage reached c.600k industry professionals through coverage in The Grocer, Convenience Store, and Retail Times.
👉 A fantastic collaborative team effort so far, and one BAGGI is proud to have played a part in making a positive difference to the food and drink sector.
