Demonstrating the true value of real quality
Positioning ofi as an essential partner in the value chain for the world’s largest food brands.
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Strategic positioning. Full brand positioning strategy
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Complete brand architecture. From name and logo to complete visual identity, tone of voice and inspiring brand narrative
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Build investor profile. Attract strong positive investor sentiment from launch
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Complete launch campaign. Roll out a full campaign to launch the brand to the world
The details
The business
Olam is a $24bn food and agri giant.
The business problem
Olam wanted to spin out their ingredient offer as a separate business.
There was a need to establish ofi as a distinctly different business to Olam International to leverage its complementary and versatile portfolio of on-trend food products to co-create solutions that anticipate and meet changing consumer preferences as demand increases for healthier, more traceable and sustainable food.
The new brand – ofi needed to be recognised as more than a commodity supplier but a new and innovative business offering sustainable, natural, value-added food products and ingredients with a unique presence in the global food value chain.
Why Agility mattered
Being able to meet the needs of multiple global stakeholders and manage a high-profile launch, reacting to local needs and understanding local implementation pain points and co-ordinate global asset creation and management.
GlobalAgility did this
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Enormous global reach
12.4 million impressions
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Huge uptake on brand position
2.1 million views of new brand film online
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Dominating web presence
138,000 sessions on the website with 60% increase in organic search
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Incredble social impact
The LinkedIn campaign reached 1.6 million individuals with 470k completed video views. ofi also won over 12,000 followers to the newly established ofi LinkedIn page.
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Benchmark-beating engagement
Pages per session 18% above industry standard, nearly 4000 PDF downloads, 214 newsletter subscriptions and 1/3 of visitors viewing the brand film.
“This has been a huge project and it was vital that we landed the brand across all markets with confidence and purpose. Achieved through our close partnership with Bray Leino (a Global Agility Partner), the new ofi brand carries the strong origination and supply chain heritage of Olam but equally signals our exciting aspirations for the future.”