Cargill, Inc.: Collaborate>Create>Succeed campaign

Ed Dinger

Cargill, Inc. decided at the end of the 1990s to recast its image as a staid commodities company to an innovative provider of solutions for its food industry customers.

Cargill, Inc.: Collaborate>Create>Succeed campaign

Ed Dinger

OVERVIEW

Cargill, Inc. decided at the end of the 1990s to recast its image as a staid commodities company to an innovative provider of solutions for its food industry customers. The company developed a 10-year plan to change the way it operated and was perceived in the world. A new logo was created to announce that change was under way at Cargill, and a fresh branding message was conceived. In the fall of 2003 an integrated marketing campaign dubbed "Collaborate>Create>Succeed" was launched to articulate Cargill's new vision.

The campaign's main target was director-level officers...

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