Butcher’s Pet Care, a leading UK pet food brand, underwent a period of significant change, growing massively and preparing for its upcoming sale to IPN (Inspired Pet Nutrition). Growing at such a pace led them to face some challenges and people frustrations.

The SMT struggled to bring teams together across the office, warehouse and factory after growing from a family-based team to a 400-strong entity. With a disjointed team that felt divided by a lack of communication, collaboration and low morale, it was time to inject some clarity, purpose and direction.

We created a unified internal brand and communication plan to inspire Butcher’s employees, centred around an Employer Brand that reflected the warmth and humanity of the team. Through 17 workshops (including night shifts!), 1-2-1s, and surveys, we gained valuable insights, helping us shape elements to guide the internal culture and business growth.

The concept of ‘goodness’ ran through the purpose, with the umbrella line ‘B | YOU’ celebrating uniqueness, as well as teamwork. Core values were identified, focusing on trust and appreciation. Our internal communications strategy aimed to enhance communication, introduce recognition programs, and align leadership with the vision of “one team.” The B | YOU concept, simple yet flexible, was designed for a broad internal campaign to boost engagement and morale.

Although the project was never fully implemented due to the sale of Butcher’s to IPN, the purpose, values, and messaging were well-received. The internal brand tools and communication strategies were seen as critical to addressing their people challenges, and this positive energy was carried forward to IPN.

IPN is now looking at how to use the warmth, consistency and people-focused sentiment of this project to bring their purpose to life across all sites – provide a strong core as they continue to expand their presence, and therefore need for, employee engagement. The team’s honesty and efforts in our immersion stage truly helped lay the foundation for a more unified and motivated workforce, positioning Butcher’s, now part of IPN, for future success.