CHALLENGES
Ecotone (formerly Wessanen) is the only B-Corp certified European food group, the leader in organic plant-based food in France, and also the parent company of brands such as Bjorg and Bonneterre, which were the group’s main communication medium in France. In a market where organic references are proliferating, between private labels and specialists, the Ecotone group wished to assert its strategic stakes as a leader in order to move from a product-brand to an umbrella-brand logic while reaffirming its commitment to the organic segment and ensuring strong visibility for the relocation of its headquarters activities in France and its name change.
APPROACH
Ecotone (formerly Wessanen) is the only B-Corp certified European food group, the leader in organic plant-based food in France, and also the parent company of brands such as Bjorg and Bonneterre, which were the group’s main communication medium in France. In a market where organic references are proliferating, between private labels and specialists, the Ecotone group wished to assert its strategic stakes as a leader in order to move from a product-brand to an umbrella-brand logic while reaffirming its commitment to the organic segment and ensuring strong visibility for the relocation of its headquarters activities in France and its name change.
RESULTS
- 16 interviews organized for the group’s CEO, including an exclusive national interview with Le Figaro
- More than 50 articles generated around the Ecotone announcement, half of which were in print media
- 3 broadcast interviews (Europe 1, Radio Classique, B Smart)
- 100% of positive articles
- Implementation of a corporate media relations strategy to assert the group’s reputation among distribution partners and organic farming actors, and to create momentum around Ecotone’s commitments to biodiversity and the relocation of its headquarters activities
