Bunzl is a global leader in value-added distribution, delivering essential solutions and services across 31 countries. The organisation operates through a vast network of 150 companies and over 10,000 global supplier relationships, providing indispensable products for the successful operation of businesses worldwide.
The company faced a business challenge in that it was often perceived as a delivery service, overshadowed by giants like Amazon and influenced by shifts in customer needs due to sustainability-related regulations. Bunzl’s leadership, however, wanted to reshape perceptions and sought our help to host a high-profile Capital Markets Day (CMD) that would signal a fundamental change in its communications strategy. The new approach would aim to present a proactive image of Bunzl that attracts investor confidence.
Work started with extensive internal research, including surveys and interviews with Bunzl’s management, to identify investor concerns, particularly around the impact of sustainability legislation on product sales. Using these insights, we created new messaging frameworks in collaboration with the company’s Investor Relations and Sustainability teams, and developed a refreshed investment narrative, 'The Difference is Essential', emphasising Bunzl’s resilience and innovation.
Our creative team also worked on bringing this new identity to life by reflecting developments to Bunzl’s website, with improved tone of voice and a more cohesive brand. Videos were created capturing the full scope of Bunzl’s business, filmed across several operating companies in multiple locations around the world.
A hybrid event for both virtual and on-site investor attendees was considered the best approach for Bunzl’s CMD. We co-ordinated with audio-visual and livestream partners to deliver a seamless experience, so that speakers could interact with audiences in a dynamic and interactive way during presentations.
On the day of the CMD, attendees were welcomed to London’s iconic Science Museum – a venue which reflected Bunzl’s modern and sustainability-driven mindset. Their journey included a walk through the ‘Tomorrow’s World’ exhibition, where Bunzl’s sustainability efforts and products were displayed. Here, investors had the chance to engage directly with the leadership team, enhancing their understanding of the company’s strategic focus.
The event itself showcased Bunzl’s new corporate identity through discussions, presentations and films on sustainability and innovation. At the same time an interactive microsite allowed virtual participants to engage with the content, and explore Bunzl’s product innovations, ensuring an inclusive experience for all attendees.
Through a revitalised branding and messaging strategy, the CMD played a crucial role in repositioning Bunzl as a leader in value-added distribution. The hybrid event format attracted over 100 investors and analysts in person, with an additional 600 unique views online. By showcasing the company’s global reach through films, testimonials and discussions on sustainability, analysts gained a deeper understanding of Bunzl’s leadership in ESG, which is expected to drive future growth.
The CMD boosted confidence in the management team, and Bunzl’s share price increased by 8% between the time of the event and its quarterly trading update, two weeks on. Investors and analysts also acknowledged that it positively changed their perception of Bunzl’s ESG positioning. A major shareholder said: “I wanted to say congratulations [on the CMD] and on the new environmental goals and excellent disclosure around the product portfolio. Exactly what we were hoping for. I will be flagging in my next investor letter.”
Since the event, and alongside active engagement with ESG rating agencies, Bunzl’s MSCI rating has risen from A to AA, and their Sustainalytics rating has improved from 17.4 to 16.6. The messaging, branding and assets from the event have been integrated into the corporate website and used by Bunzl’s operating companies, delivering a compelling investment and brand identity.
The event has also received an overwhelmingly positive response from investment communities. The key messages on growth, sustainability and innovation were well received, earning coverage in The Times under the headline, “Bunzl’s charm offensive shows the rest how it’s done.” This success set the tone for a refreshed approach across all its communication channels, including its website and annual report.
