Turning Mission, Vision & Values into Lived Culture

The Challenge

When Specialized Packaging Group (SPG) refined its Mission, Vision and Values, the company needed to activate them across a largely deskless, plant-floor workforce. The rollout needed to resonate with multilingual teams, reflect real employee voices, and equip leaders to sustain momentum well beyond launch.

Strategy

Mulberry partnered with SPG as its internal communications lead, designing and executing a multi-channel rollout built for industrial environments. MVV launch campaign included:

Custom campaign branding with a dedicated logo and value icons for long-term recognition

On-site video production featuring the CEO, plant leaders and frontline team members

Breakroom posters, pocket cards, leader toolkits and digital communications

Launch of the “Values Achiever” recognition program to celebrate employees who live SPG’s values

Results

SPG successfully moved from aspirational values to lived behaviors across its plant network. Within three months of launching SPG Connect, SPG’s internal communications platform, adoption and engagement have grown dramatically:

84% employee adoption (20% above target)

80% active users, with week-over-week engagement growth