Cranswick

Cranswick is a food producer and supplier of premium, fresh and added-value food products. With a score of 7.44, it comes in at number 23. It is the top brand in the food & beverages sector.

The brand scores highest for its ambitious ESG strategy. ‘Second nature 2030’ supports its purpose statement and clearly details Cranswick’s journey, framework, targets, progress and performance. It also has an engaging and enjoyable digital brand experience, benefitting from straightforward navigation and well-considered calls to action. There are three key areas of opportunity for Cranswick – proposition, personality and values. The customer proposition speaks to what Cranswick does as a business rather than what it uniquely offers above its competitors. The Employee Value Proposition (EVP) feels very generic. Both the personality and values could be made more distinctive by aligning more closely with other brand components. For example, the value ‘People’ only speaks to employees and not society. This value is not only generic but also feels disconnected from Cranswick’s purpose, ‘To feed the nation with authentically made, sustainably produced food that is created with passion’.