Lohmann Breeders
Let’s talk about eggs
Challenge
Lohmann Breeders wanted to update their communication strategy and thereby their old tagline:
“For every market the right egg, for every management the right hen.”
All this started when we began our collaboration where we helped Lohmann enter into China.
Answer
We crafted a four-step framework designed to develop a tagline that reflects the collective insights of Lohmann Breeders entire organization. The approach combined artificial intelligence and common sense to refine a broad spectrum of ideas into a single, impactful tagline, endorsed and adopted by all members of LB organization.
Step 1: Engagement and collection to Inform the employees about the process, actively involve them, and collect all their suggestions.
Step 2: Categorization and pattern identification to organize the suggestions and detect recurring themes.
Step 3: Tagline creation workshop to shortlist potential top taglines.
Step 4: Final Selection and endorsement to choose the final tagline that would be supported and adopted by the entire organization.
Result
In total 65 taglines were curated internally. Through our 4 step process, we boiled it down to the final and new tagline for Lohmann Breeders.
It's the egg!