With over 200 entries from 53 agencies in South Africa, only 49 awards were presented to the most impactful and creative communication campaigns.
The award was presented to Promeal in the
Internal Communications category for the successful execution and creativity of the ‘Take The Lead’ Kennel Building campaign which launched in September 2015; the launch of the companies new journey.
Promeal’s Take The Lead initiative is a long-term company strategy and the launch was designed to introduce the company’s new vision, mission and T.R.I.B.E values (Team Work. Responsible Leadership. Innovation. Beautiful Planet. Execute with Excellence) as well as launch the ‘Take The Lead’ corporate belief system of focusing energy and resources towards supporting the welfare of pets in South African.
“Our overall vision as an organisation is to ‘Take The Lead’ in pet care in Sub-Saharan Africa and get pets’ tails wagging in appreciation for our passion, people and products,” explains managing director Tania Morgan-Weyer, “To achieve this externally in the industry we believed we needed to take the lead’ from within first.”
“We are incredibly proud to have received this award together with our partners for the collaborative effort that went into the campaign and event,” celebrates Morgan-Weyer. “Our focus has been on developing our brands and living our brands internally first. We are also focused on driving relevant, impactful and breakthrough creative work that delivers commercially off very small budgets as we focus our investment into our quality products. We are thrilled at the recognition of this award. It was unexpected but so lovely.”
The ‘Take The Lead’ internal launch marked a special day at Promeal, not only of new beginnings and company transformation, but it was also a day when all tools were downed, the production line paused and the entire organisation, from the Leadership team to every factory staff member, worked together to create handmade kennels for pets in need of shelters.
25 bespoke kennels were built and decorated by the Promeal TRIBE (Internal team) and later distributed to families in the Atlantis region (as nominated by the community) as well as to pet shelters and welfare programs around the Western Cape; including TEARS, SA_MAST, DARG and Animal Welfare Society Stellenbosch. This activity was created to show internal and external members that Promeal is serious about taking the lead in animal welfare in South Africa.
In the run up to the Take The Lead launch, the company has embarked on a journey and a new way of working. The new business model includes a marketing strategy that is focused on building the local industry, protecting animal welfare in the region and taking extra care to produce quality products, opposed to large and expensive marketing tools such as Television executions. The new business and its transformation journey are steered by the leadership from Morgan-Weyer and a blue chip leadership team.
The campaign continues to live on at Promeal via the internal
Take The Lead Award, which can be awarded to any team member at any time for showcasing any of the T.R.I.B.E values. The company also has big plans to expand on the ‘Take The Lead’ efforts in 2016. “The communication recognition award from the
PRISM Awards is dedicated to all the highly passionate and devoted Promeal team members who are helping Promeal take the lead. The ideology of the campaign will continue to steer business and communication strategies,” says, Morgan-Weyer
“We are thrilled to have Bonfire Media as our strategic partners in communication as they understand the ethos behind our corporate social responsibility and driving category shifts,” adds Morgan-Weyer. “Strategic Partnerships such as these are core to our business and Promeal will continue to strive to be at the forefront of thought leadership and creativity thanks to key partnerships with industry experts.”
For more information, visit
www.promeal.co.za.