Living it! will feature on all of Dairy Crest's recruitment literature and advertising materials as well as on its internal training materials and diversification policies. A new Living it! website, www.dclivingit.co.uk, has also been launched to give jobseekers a flavour of what it's like to work at the company.
Unlike Mars or PepsiCo, whose names were mirrored in their brands, few people knew what Dairy Crest produced or stood for, said group HR director Rob Tansey. "When I first came here I thought we only delivered milk."
The new umbrella brand would help communicate its brand values and convey the message that Dairy Crest was a great place to work, ensuring it attracted more of the best candidates, he said. "Living it! is primarily about identifying with those people who will thrive and succeed in our particular culture."
The website features information on Dairy Crest brands such as Frijj, Cathedral City, Clover, Country Life, Utterly Butterly, and Davidstow.
It also holds a database of jobs that jobseekers can apply for through the site. Over the next month, the company intends to upload case study videos of people who have "joined and flourished".
Dairy Crest employs 6,500 people and has annual sales of £1.6bn.