Publishing

Internal communication materials: printed employee newsletter, flyers and posters created for Caroli Foods Group

Caroli Foods Group internal communication

Improving employee engagement affects productivity. Employees who feel more valued are more likely to be engaged and to contribute more to the projects, team, and company as a whole. These were just a few reasons why Caroli Foods, #1 company on the Romanian cold-cuts market, considered implementing clearly planned and structured internal communication strategies with our professional support between 2016 and 2018.

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Rapid business growth require improved internal communication

Caroli Foods was founded in 1994 by the Lebanese family El Solh. In 2010, it merged with Spain's Tabco Campofrio. Sigma Alimentos, a Mexican-based multinational food processing and distribution company, became a minority shareholder in Caroli in 2014, when it has acquired Tabco Campofrio. This rapid growth of the company needed to be acknowledged by its 1,200 employees located in 9 centers in Romania, including a production plant in Pitesti. Also, the diversification of the portfolio: over 200 products made under several brands (Campofrio, Caroli, Maestro, Sissi and Primo). This is why the marketing and HR departments came up with a strategy meant to bring employees closer, open new and effective communication channels with the entire Caroli team and increase the loyalty of the employees.

Make employees feel valued

Internal communication techniques create safe, encouraging environments in which people feel secure, committed and eager to contribute with their ideas to the development of the companies they are part of. One of the most effective internal communication channels is a newsletter or employee magazine.

For Caroli, we developed a quarterly printed newsletter distributed individually, Jurnalul Carolistilor. From concept, interviewing people, writing articles and reports to making the layout, we were deeply involved in each stage of the project. The newsletter offered a brief overview of the company, as regards the star products launched or promoted every quarter, presentations of various departments or teams, quarterly financial results, interviews with (top) managers talking about major projects with impact within the whole company, from IT to trade marketing, examples of employees contributing to creation or improvement of recipes or improvement of production processes. The main story highlighted one of the company values: quality, innovation etc. and the way the respective value was put into practice in the everyday work of the people. The last section of the newsletter was dedicated to contests, positive feedback from people to their colleagues through thank you notes, Sudoku puzzles and interviews with employees talking about their hobbies.

Jurnalul Carolistilor employee magazine for Caroli Foods, cover, issue 13 from 2016
Jurnalul Carolistilor employee magazine for Caroli Foods, cover, issue 20 from 2018
Jurnalul Carolistilor employee magazine for Caroli Foods, main article spread
Jurnalul Carolistilor employee magazine for Caroli Foods, company news spread

The “Star of the month” internal campaign

In order for the entire team to be up-to-date as regards the new products the company adds to its portfolio, each month we had an internal campaign named "Star of the month". The product itself (a new type of sausages, ham, salami etc.) would be gifted to all the employees to take home and try. The product would be accompanied by presentation flyers containing a short description, various ways to include it in the family menu and a recipe that also promoted healthy choices. Posters and intranet articles would also contribute to promoting the respective star product. The campaign proved a successful way of turning the employees into reliable “ambassadors” of Caroli products and promoters within their families and communities.

Caroli Foods Group, know your product monthly poster for employees, february 2017
Caroli Foods Group, know your product monthly poster for employees, september 2017
Caroli Foods Group, know your product monthly flyer for employees, front side, february 2017
Caroli Foods Group, know your product monthly flyer for employees, back side, february 2107
Caroli Foods Group, know your product monthly flyer for employees, front side, september 2107
Caroli Foods Group, know your product monthly flyer for employees, back side, september 2107
Looking back

The core team of Publicator, Diana Moldovan (Capatina) and Iulian Puiu, started under the name Reply in 2002.
In 2015, the team changed the name Reply into Publicator and continued the business as usual.