Bringing a Buzz to Kellogg Manchester

After seeing “the Enthuse difference” in action, the new director at the Kellogg Manchester plant approached us to support his team on improving internal communications at the historic manufacturing base.  

The Client 

Opened in 1938, Kellogg has its largest European Cereal Plant at Trafford Park, Manchester. Employing more than 400 people, this long-standing base is a hive of activity and produces many of Kellogg’s most famous cereal brands. 

The Challenge 

Striving for excellence in all business areas, Kellogg Manchester’s new plant director challenged Enthuse to take its internal communications to the next level. This request came after seeing our work in action whilst attending a conference we ran for another division of the business.  

Although nothing was inherently wrong with the Manchester plant’s approach to communications, there was a general feeling among leadership that improvements could be made. 

Therefore, we were tasked with developing a multi-channel communication strategy to promote a newfound buzz in this long-established plant.  

The Objective 

By briefing the Enthuse team to create a new internal communications plan, Kellogg Manchester’s leadership aimed to bring hundreds of colleagues together and establish a culture of transparency.  

Leaders wanted everyone working at the plant to understand what was happening within the business (and why) to facilitate informed working relationships and heighten employee engagement and wellbeing.  

They wanted colleagues to know they were listening and embed a positive, motivational attitude about the plant’s future.  

The Solution 

To get under the Manchester plant’s skin, we set up focus groups with employees and the management team to reflect on what they liked about their working life and to explore where there may be room for improvement.  

Looking at the results of a 2018 internal survey, we understood employee engagement levels in some critical areas required more focus: employees found the current communications and future vision for the plant unclear and wanted more regular updates on how the business was progressing. They were also hungry for more two-way open and honest conversations.  

Therefore, after familiarising ourselves with the teams views, we set about developing and delivering a regular drumbeat of communication. Quickly, every colleague knew when and how they’d receive internal communications, and which channels they could use to ask questions or access information. 

When changes happened, we established ways of informing employees why they were happening to help them understand the bigger picture at play, thus gaining their buy-in and engagement.  

Co-opting the trademark ‘Manchester Bee’ as an anchor symbol (already a familiar emblem within the Kellogg plant) we organised regular “town hall meetings” known as The Manchester Buzz sessions.  

Taking all teams from the production floor in stages, we brought colleagues together for coffee, cake and collaboration in interactive, quarterly sessions. They were held in a newly-developed presentation space, which we identified as a promising spot to spark openness and connectivity.  

Buzz sessions as well as providing communication, also gave employees a platform to share their concerns, ideas and opinions with the plant leaders. What’s more, they aimed to set a positive mood among colleagues, inspiring them to take pride in their work.  

To set the Buzz sessions up for success, we created scripts and visuals to grab attention and speak to all colleagues with honesty and clarity. We delivered coaching to ensure all leaders conveyed vital messages with clarity and charisma and made sure every session was fresh and exciting; encouraging interactivity and involvement from all.  

Following the Buzz sessions, we invited attendees to submit questions via a choice of mediums which were subsequently answered and presented on a large display board “The Manchester Buzz Board” outside the plant’s break and recreational area. Here, employees could digest information at their own pace and see that leaders were listening.  

Additionally, we encouraged the plant director to film short, monthly video updates to keep employees in the loop. Crucially, we encouraged him to shoot these on a mobile phone to ensure authenticity and establish an informal, relatable tone. 

The Results 

By changing the narrative of Kellogg Manchester’s internal communications to one of positivity, collaboration and motivation, there now truly is a real “buzz” around the plant. 

The regular Buzz sessions are still a firm fixture in the Manchester plant’s calendar. In fact, the revamped presentation space we earmarked for the sessions has proven so popular it’s been transformed by the plant team into a permanent presentation space. This has attracted colleagues from the rest of the European business keen to hold meetings and events at the site. 

An employee survey in 2019 reported a 12% rise in how employees thought leaders communicated an exciting vision for the future. Furthermore, there was an 8% increase in trust for Kellogg leadership and an 11% boost in the belief that management was making the changes needed to compete effectively. 

Finally, there was a 12% growth in the approach of the leadership team in the survey category of “open and honest two-way communications”. 

Feedback from the Buzz sessions included: 

“A much better format to previous briefings, more inclusive.”  

“Informative and good recap over the basics for us all on-site to follow to be successful.” 

With a revitalised focus on being the best plant in Europe, Kellogg Manchester achieved an ‘A’ safety rating in an unannounced audit early in 2019, further consolidating the impact communication and engagement had on the broader operation.  

The Enthuse Difference  

Our work with the Kellogg Manchester plant exemplifies our approach to large-scale corporate communications. Every organisation is different, and we take a meticulous approach to applying proven methodology to create a bespoke solution for every client. 

Team members at the Manchester plant have more regular and improved 2-way communications, amplifying pride in their work. This is testament to the dedication that went into devising a comprehensive communications strategy that would exceed expectations.  

To speak to us about developing or improving your business's communication plan - whatever your objectives – contact us to discuss your options. Call us on 07812 343310 or email andrea.law@enthuse-comms.co.uk