Globe Buddy is a small company aiming to communicate in a targeted and incisive manner about its products: Dog food designed with environmental and climate consideration. Viegand Maagøe assisted in creating a communication strategy and data collection.
Globe Buddy sells dog food and aims to minimize its production’s environmental footprint on the planet. The company’s products include food made from insect and plant protein, which co-owner Bjarne Gravesen Jensen wants to highlight in a credible manner in his communication to customers.
To get inspired and avoid pitfalls such as greenwashing and green hushing, he decided to develop a communication plan with Viegand Maagøe.
“It’s a complex field to navigate, and I knew that we, as a small business, should not be handling this entirely on our own. I wanted to ensure that we were completely clear on what is and isn’t allowed, and how we could specifically shape our communication in a credible way within the bounds of the law and ethical marketing practices,” he says.
Our communication advisor started with an analysis of Globe Buddy’s existing communication and business model.
The communication process centres around two workshops, where we work closely with the client to ensure the client fully embraces and owns the communication strategy.
The content is planned according to the client’s needs, and in the case of Globe Buddy, we dissected and defined the concept of sustainability in the first workshop. The relevance of the sustainability agenda was simultaneously linked to the company’s communication strategy.
In the second workshop, goals, success criteria, and a new communication strategy were processed, and the foundation for a new core narrative was established. This resulted in concrete recommendations for Globe Buddy’s communication efforts.
Credibility, please
Facts and flaws
Messaging and carbon comparison
The good message
Core story
Website update, folders and marketing
After the course with Viegand Maagøe, Globe Buddy has sharpened its communication efforts, which is reflected in a series of updates to the company’s website, just as co-owner Bjarne Gravesen Jensen has actively used and presented his new knowledge at, among other places, fairs.
The insights that the company gained from comparing data from the research article, enable Globe Buddy to communicate its products’ advantages more effectively.
Bjarne Gravesen Jensen is convinced that this will position the company and strengthen its competitive position over the long term.
“I am confident that this will strengthen our bottom line over time. Because our customers do not only buy from us because it is quality dog food, but also because they want to be sure that we can back up our marketing claims. That’s why it is important to have control over the data and not promise more than we can deliver, and we have become sharper on that with this communication process,” he says.
Based on current industry standards, our sustainability team compared the CO2 emissions from Globe Buddy’s products with the emissions from standard dog food. The comparison was made based on data presented in a research article.
