Led by Chief Marketing Officer Stuart Wilson and his Leadership Team, the scale of the task was enormous. The Marketing Department needed to shift from a function ‘supporting’ the business to ‘leading’ the business growth agenda to drive sustainable profit growth on its power brands, develop a healthy pipeline of new innovation and manage a significantly up‐weighted investment in brand marketing.
A new Marketing Manifesto was created using the analogy of ‘lighting beacons to show the way’ and ‘setting fires to drive change’ to achieve the company purpose of ‘Making Everyday More of a Treat’ for consumers, shoppers and employees.
The Burton’s Marketing Academy was launched in 2011 to support Marketers in developing the capabilities needed to make this vision a success. A bespoke Marketing capability framework was developed, workshops were created, best practice case studies from within and outside of the business were written and hothouse coaching was embedded to ensure all new tools, processes and templates were applied to all key marketing activities.
It was a 2-year programme of change for Marketing that reached all parts of the business and transformed the reputation of Marketing team and the business as a whole.
The results speak for themselves. Cadbury, Maryland, Jammie Dodgers and Wagon Wheels have all grown market share, adding value into the market through price and increasing brand consideration scores. Innovation has step changed in the business and the Marketing team has stamped its authority and its brands back into the heart of the company and consumers. What’s more Burton’s Biscuits Co. was bought in November 2013 by Ontario Teachers’ Pension Plan, a leading investor and Canadian pension fund, for around £350 million, which represents an increase of shareholder value of around £200 million since 2009.
To register your interest or to find out how to enter the next Awards for Excellence visit our Awards site.
Login to download the full case study below:
Newsletter
Enjoy this? Get more.
Our monthly newsletter, The Edit, curates the very best of our latest content including articles, podcasts, video.
Become a member
Not a member yet?
Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.