Securing Internal Buy-in for #TooGoodToWaste

Bel Group’s global consumer engagement campaign, #TooGoodToWaste, emphasizes the seamless integration of sustainable objectives within the brand’s communication, rooted in relevant consumer needs. Rather than positioning sustainability initiatives as educational, the campaign focuses on delivering positive messages based on consumer insights and concrete, helpful tips for them. The key is to make sustainability feel natural and essential, enhancing the brand strategy and justifying the investment in these communications. By demonstrating how engaging consumers on anti-waste habits supports overall business goals, Bel has successfully aligned the campaign with existing marketing strategies, making it an integral part of annual plans for local teams. This strategic alignment helps to ensure that time and budget allocations serve both sustainability and brand objectives effectively.

Furthermore, Bel implemented a multi-tiered coordination system with a global coordinator working alongside brand marketing and local CSR champions. This structure ensured consistent messaging and engagement across diverse markets. Continuous communication through bi-monthly CSR talks played a vital role in maintaining focus, allowing local teams to share progress and stay updated. Importantly, Bel empowered leadership by equipping them with concise, impactful messaging for corporate communication, encouraging them to take an active role in sharing the campaign’s goals through their own social media channels. This top-down support further amplified the message and encouraged internal engagement. By demonstrating a clear link between consumer engagement, business priorities, and securing leadership endorsement, Bel effectively fostered internal alignment for their food waste campaign.