A leader on the path to carbon neutrality

HeidelbergCement, recently rebranded to Heidelberg Materials, is one of the world’s largest integrated producers of building materials. The group has the ambition and the innovative power to actively play a pioneering role in the field of climate change by reducing its CO2 emissions by 30% by 2025 and offering carbon-neutral concrete by 2050. mad about you was asked to help the company to bring this message across with a corporate campaign  in the Benelux, both internally and towards external stakeholders.

brand purpose & corporate branding campaign HeidelBerg
brand purpose & corporate branding campaign HeidelBerg

Focus on people

‘You are the future’is the slogan of the external purpose campaign. By focusing on people interacting with their environment, the purpose is given a true face, positioning the group as a partner in progress. The campaign was launched on social media towards a wide group of stakeholders. The external campaign was concluded with a client event in Antwerp, where the ambitions towards sustainability were demonstrated in an exposition.

Internally, the spotlight is also on people, more specifically on the employees of the Benelux plants working for CBR , ENCI , Inter-Beton, Mebin and Sagrex. A large internal employer branding campaign was rolled out across all sites with the slogan “You are essential,” recognizing all employees who help achieve the group’s ambitious goals. A side effect of this campaign? An increased sense of pride and engagement to work for the company. Therefore, the key images and messages will also be used for employer branding purposes.