For example, Knorr focuses on encouraging the consumption of more (types of) vegetables and mayo brand Hellmann's works hard to prevent food waste. Hanneke: “It starts with making it clear to everyone that investing in the right brands pays off. And by the right brands I mean very specifically: The brands with a purpose. Our own figures also show that the brands with a real purpose do better than the others. So if we invest in it, we do it well – whether you look at People, Planet or Profit. Everyone benefits. We therefore also work with a 'multi-stakeholders' model. We make sure that everyone gets their share.”
Hybrid solutions cause disappointments What is the impact of the Corona crisis on that beautiful animal park in Emmen, Wildlands Adventure Zoo? There was job function email list already talk of 'a difficult start', due to the name change and the associated (re)branding strategy. Erik van Engolden – the new chairman of the Advertisers' Association – is director of AI there. He normally works from a strategic plan, for the longer term. Now things are a bit different, he explains: “During a crisis, everything comes under pressure, including your business model.
You then make short-term decisions. Strong leadership must be shown. Sometimes with serious and painful consequences. But it also offers new possibilities. When the zoo was allowed to open again, we had to register visitors in advance: name and address details, visit time, group composition, etc. The corona crisis mainly causes misery. But sometimes it also creates new possibilities I really wouldn't have wanted that a year ago. Everyone who reported to the cash register was welcome. We didn't want to create barriers. It now appears that this registration also has a number of advantages. It allows us to better coordinate our staff and catering planning.