Challenge. Communicate to ConAgra's nearly 20,000 employees in Mexico the nature of the brand essence change, as well as the importance of integrating this great effort worldwide.
Solution. Make ConAgra's offices the conceptual seed of the new brand essence. The conceptual framework allowed ConAgra members to participate in the planting and cultivation of the Del Monte essence seed.
Results. Great participation from all levels in the creation of the new brand mystique and an increase in personal commitment to the products and their projection to the final consumer.
