The challenge

How can we turn our company values into everyday action and create a winning leadership culture? Facing this question Arla Foods asked Kernel to help develop, conceptualise and communicate an ambitious leadership programme for the top 1200 managers in Arla Foods worldwide.

Strategy and activation

To stress the strategic emphasis from top management of the programme Kernel developed an extensive and premium set of materials and media. We conceptualised the programme through the mythic leadership figure of Ulysses and his virtues of ingenuity, engagement and stamina. The Ulysses programme was deliberately designed to signal exclusivity and the career benefits involved with participation.

Execution and results

The programme was implemented through a range of elements, including:

• a website with news, toolkits and e-learning modules
• an exclusive welcome kit with high quality elements
• a high profile introduction brochure for participants
• seminars, lectures and exercises

Not surprisingly, the high status of the programme and the careful invitation process created significant buzz in Arla offices around the world. The programme is currently running successfully in its second consecutive year, shaping existing leadership and new generations of leaders at Arla Foods.