Birra Peroni: “My Beer Is Just Like Me”

Brief

Produce the company’s new sustainability report following the Global Reporting Initiative’s G4 guidelines and focusing communications and design on making the company’s commitment relevant from a consumer and employee perspective. Integrate the report with the launch of a new company website.

 

Our work

  • Data collection and writing of full sustainability report, in line with GRI G4 guidelines (Core)
  • New narrative focused not on the company perspective but on shared challenges/aspirations with consumers, based on the slogan “My beer is just like me” (“La mia birra è come me”)
  • “Hybrid” approach to content as a way to capture attention with social media campaign, a clear overview and stories online, plus a full report available for download (i.e. online as a channel in its own right, rather than a pure duplication of a full report)
  • Digital-first approach supported by storytelling and visual content
  • Graphic design and impagination of printed report
  • Content and concept support for new website, corporate and brand social media accounts and internal communications campaign

 

Result

Peroni published its Sustainability Report in April 2016, launching at the same time a Twitter campaign with the hashtag #LaMiaBirraèComeMe. The purpose was to change the perspective of sustainability communications shifting the focus from the company to the stakeholder and engaging the audience with a progressive approach that exploits the potential of all digital and traditional communication platforms.

 

At the 2016 Corporate & Financial Awards, Lundquist and Birra Peroni won the “Gold” award for Best Sustainability Campaign and were “Highly Commended” for Best Online Report. Read more about this recognition for our work on the Peroni sustainability report.

 

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