Tine - Annual report
Putting Environment and Sustainability on the Agenda with Integrated Reporting
For TINE, it is important to reach out with information and experiences of everyday life in TINE. There is considerable potential in using annual reports in new ways. It has been necessary to show the opportunities for brand building of the company, both among employees and other stakeholders.
Mission aimed to develop an intuitive integrated report that reflects TINE's unique position in Norwegian society in a realistic way.
Challenge
In 2017, TINE and Mission entered into a digital collaboration, which has resulted in a new and different platform for reporting and presentation of the company. As Norway's leading supplier of dairy products, TINE is concerned with the footprint they leave behind, and TINE's board wants to put the company's role in society on the agenda. This strategy is based on a clearly established purpose with a focus on sustainability and long-term benefits for the farmer, the merchant, the consumer - and the environment. The goal has been to further develop the tool and present TINE's role in an easy-to-understand and engaging way.
Solution
Building on the 2017 report, people can now take a digital journey through the world of TINE in the year 2018. At Mission, we wanted to develop an intuitive integrated report that realistically reflected TINE’s unique position in Norway. Using informative videos, educational animations, clear maps and concise data, the report presents TINE’s total footprint in an effective and intuitive way. Furthermore, the report shows TINE’s role as a market player, one that builds bridges between producers and consumers, emphasising the company’s commitment to ethical value creation and sustainable development.
Result
"We want to show the inner life of TINE in an easy-to-understand way. Therefore, the tool is well suited to present, for example, TINE's work with sustainability, TINE's organization or find key figures for different areas. The tool is therefore also suitable for presentations in meetings with external parties and as a reference work, "says communications director Lars Galtung.
TINE's new digital report makes it easier for employees to get a better overview of the entire value chain of which they are a part. The report was launched in both Norwegian and English on 1 March 2019 and has garnered very good feedback both internally and externally.
TINE took gold in the category of best annual report online during the Farmand Prize 2019 , Norway's most prestigious annual report prize.
"The way Mission has implemented and presented the Sustainability Report in our digital annual report shows how skilled they are at making a very demanding topic engaging and interesting for a broad audience."
Bjørn Malm - Leader Sustainability, TINE
“TINE’s integrated annual report works like a digital magazine. The different topics are presented in a way that makes it easy to see connections or immerse oneself in one's favorite subjects.”
Marius Holtmon - Designer, Mission
