The Annual and Sustainability Reports, along with their corresponding online components, emphasize Sysco’s strong focus on customer service and quality.

The “Behind Every Sysco Customer…” concept explores the operational backbone of the company including its leadership, structure, customer service, distribution network and products.

Sysco takes great pride in going beyond what is expected in terms of its customer service, operational standards and environmental responsibilities.

The online annual also has a clean and simple aesthetic to effectively communicate the theme visually by letting photography tell the story.

In tandem with the annual report, the Sustainability Report concept, "If You Strive To Do What's Right..." magnifies the company’s commitment to doing what is right economically, socially and environmentally.

Online highlights include Sysco’s relationships with local food suppliers, eco-friendly dining products and the importance of implementing sustainable business practices.

Interactive elements such as visual rollovers emphasize key metrics and statistics.

Sysco Corporation

Sustainability and Annual Reports

"Savage understood the need for seamless integration of the Sysco story amongst the annual report and sustainability campaign. Savage's solutions and strategy helped Sysco achieve our goals with this initiative - allowing multiple audiences to have better visibility of our sustainable practices and value-driven success." - Neil Russell, Vice President, Investor Relations

Challenge

The 2010 Sysco Annual Report is an essential form of communication between the company and its investors regarding the strategy, its financials and its accomplishments and achievements of the previous year. The corporate sustainability report was created in tandem with a separate theme, however both books needed to be united in look, tone and messaging. Sysco's goal with the 2010 Annual and Sustainability Campaign goes beyond just communicating financials to analysts and shareholders. The reports and their corresponding online components serve as marketing pieces that represent the message and current spirit of the company as well as Sysco's focus and vision for employees, customers and suppliers in the coming year.

Solution

The creative strategy for the 2010 Sysco Annual Report was created around the theme "Behind Every Sysco Customer...". The possibilities for the end of that statement are endless considering Sysco's uncompromising pursuit to provide its customers with the very best of everything they need to succeed. Savage focused on several areas of Sysco to drive home the richness of diverse resources supporting its customers such as trustworthy leadership, a strong supply chain, consistently fresh and quality food and a "do whatever it takes" mentality. Additionally, Savage developed Sysco's sustainability report theme based on the company's commitment to doing what is right - a well-paired brand message to the annual report theme. The report highlights the importance of implementing sustainable business practices to create positive social, environmental and economic impact. Photography for the reports were shot of real Sysco customers in various locations such as the San Diego Zoo and Carnival Cruise Lines in the Long Beach Marina. The energy and warmth captured in the photos rounds out Sysco's command for excellence with a strong sense of hospitality and humanity. Both reports are available online as microsites to help spread the messages and information to the widest possible audiences and showcase the information dynamically.

Campaign deliverables

Conceptual theme and key messages
Copywriting and photography
Printed and online reports
Governance: brand guidelines and messaging support
Website: information architecture, design and technology