The art of storytelling in practice

JDE Peet’s is a leading global coffee and tea company. They serve approximately 4,100 cups of coffee or tea per second across more than 100 markets. Their portfolio includes over 50 brands, such as L’OR, Peet’s, Jacobs, Café Noir, Karat, Senseo, Tassimo, Gevalia and Pickwick.

Challenge
The challenge was to get marketing and sales aligned around the most compelling stories about the JDE brands and products to win market share. The challenge was to reduce “story loss” from marketing, through sales to the end consumer.

JDE aimed to develop storytelling skills among their Nordic sales and marketing professionals as a practical branding tool. The objective was to design a JDE brand academy focused on teaching the commercial Nordic teams the art of storytelling. This initiative sought to improve sales and position JDE and their Nordic brand portfolio as the leading provider of coffee and tea solutions to key decision-makers and consumers across the Nordic markets.

Solution
Hatch & Co designed and developed bespoke courses in brand storytelling for the JDE commercial teams. The training and education included several modules, assignments, and a final examination. These courses were designed for participants to master the skill of storytelling as a practical branding tool.