Pure Pet Food, provider of nutritious dog food, partnered with us to launch their refreshed vision and Pure Promise (their new pledge outlining the Pure way of doing things). This was during a period of significant growth and transition. Our key aim was to communicate Pure’s new direction, while maintaining its established culture and addressing employees’ questions during this period of change, including an office relocation. We developed a comprehensive communication strategy that successfully balanced maintaining company culture with driving future growth, earning thanks from the client for our thorough understanding of their needs and context.

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The client

Pure Pet Food

Founded in 2012 by two childhood friends, Yorkshire-based Pure Pet Food is leading the pack in healthy, nutritious dog food, helping to create healthier lives for pets and making dog food better for everyone. Employing over 100 office and factory-based employees and even more brand ambassadors around the UK, the business had embarked on a new phase of expansion and innovation after receiving investment funding.

The brief

Pure asked us to develop a communication plan to launch their new vision and Pure Promise, bringing the essence of Pure Pet Food to life, so that all colleagues could feel well-informed and excited about the purpose and future of the business and would be set up to deliver success.

The challenge

With a new growth phase and office move on the horizon, the executive team recognised the importance of protecting the Pure culture, while continuing to nurture this as the business continues to grow. Leaders also appreciated that with change and growth, their employees may be experiencing a range of emotions – from uncertainty to excitement so we needed to communicate the vision and generate enthusiasm for the future.

Our solution was to take a phased approach – PURE – outlined below

We approached this project using change management theory and based on the understanding that organisational change can only happen when individuals change their behaviour. As part of our insight phase, we reviewed the current communication infrastructure and recommended a new drumbeat of communication to ensure that the right channels were in place to reach various audiences and to help embed the messaging after the launch phase.

Prepare

We outlined everything that Pure needed to do to prepare for successfully launching its vision and Pure Promise. This included developing a robust narrative, acting as the foundation for all communications, telling the story of Pure Pet Food so far and helping colleagues understand the role they would play, while generating excitement too.

We suggested ideas for the Town Hall launch for all factory and office-based colleagues. As all people managers would play a key role in the launch, we created guidance for manager briefing sessions.

Unleash

A launch day plan was recommended, including communication content and team meeting activities such as reflection prompts that could be used individually or as part of group discussions.

Reinforce

With the office move approaching, our recommendations included creative ideas to introduce the vision into Pure’s new working spaces and moments to keep it alive. We also introduced ways to keep this front of mind with colleagues through a regular drumbeat of communication.

Embed

Reviewing the employee experience, we ensured multiple touch points would continue to exist for colleagues to experience the Pure ways of working, from employee inductions to re-vamping the Pure Awards in line with the Pure Promise.

We also suggested ways to measure how colleagues were adopting the Pure ways of working, providing a framework to assess success and importantly, how to celebrate this.

The Enthuse Difference

The client said: “How wonderful it is to meet a partner who truly understands the client, the brief, the context and creates work that will support and guide Pure Pet Food through our next phase of growth. Thank you to the amazing team at Enthuse – you nailed it.”

Whether you're managing complex change, growing rapidly, or seeking to enhance employee engagement, we develop comprehensive solutions that drive real results.

Our clients tell us we bring enthusiasm, expertise and a can-do attitude to every project. More importantly, they tell us we help them succeed in making complex changes, engaging their people and building stronger workplace cultures.

If your organisation is ready to take the next steps to build a thriving culture or land your own change successfully, give us a call. We can help you create an engaging plan that captures the hearts and minds of your employees.

Get in touch today to discuss a tailored internal communication and engagement solution that can be crafted around your unique business needs and challenges.

Call Andrea on 07812 343310 or email andrea.law@enthuse-comms.co.uk.

Paws and People First: Bringing the Pure Promise and Vision to Life