Red Havas was engaged by Norco, Australia’s oldest and largest dairy co-operative, to help them navigate the aftermath of the unprecedented Lismore floods, which saw their ice cream facility wiped out and hundreds of jobs at risk. As one of the region’s biggest employers, government funding was crucial to helping safeguard the future of the facility and in turn, employment for their workers which was crucial for the town’s economic recovery.
However, four months on from the floods, while there was ample talk of government support, there was little action and a looming deadline for Norco to make major business decisions. At the time, Norco was receiving a lot of media attention, when all Lismore businesses needed support. While we needed to drive action, Norco’s iconic position in the community, necessitated a broader focus on the whole business community, both to align with the co-operative values of Norco, and to limit risk associated with a continued focus solely on the needs of Norco.
