Overview
Delivered a multi-year content strategy engagement for TINE, Norway's largest dairy cooperative, spanning brand strategy, editorial process redesign and platform strategy work between 2013 and 2018.
Who This Is For
Global manufacturing, food and beverage, or consumer goods organisations with 5,000-100,000+ employees undertaking a major platform migration that requires moving a large volume of intranet or internal content to a new system. Typically managing content across multiple regions, languages, and business units with limited in-house capacity to manage migration alongside day-to-day publishing.
The Challenge
TINE SA wanted to become "the cheese expert in Norway" through its Osteverden ("Cheese World") growth initiative (2014-2017), and needed a dedicated project team, editorial resourcing, and an ongoing content and tagging strategy across its main tine.no site.
Our Approach
Under a signed consulting agreement, Making Waves' Content Services practice delivered the Osteverden pre-project, strategy, value proposition, a 2014-17 roadmap, growth and content strategy, customer journey mapping, and visual identity direction, staffed by a named project team (Trine Harnes as project lead, Marianne Otterdahl Møller as strategy advisor, Mona Wiheden as content advisor, Dagne Vaa as service designer, Bodil Egge as graphic designer), working with TINE's Ksenia Stanishevski. A separate signed resource-hire agreement placed Making Waves consultant Marthe Øynes as TINE's project manager and editor on Osteverden. The relationship continued for years afterward: an editorial process overhaul in 2014, including a writing course delivered to TINE's own staff, a tine.no reactivation and tag-management project in 2016, and platform-strategy work in 2018.
Impact
The engagement gave TINE a sustained, dedicated content and editorial practice behind a major brand growth initiative, rather than a one-off project, spanning strategy through to hands-on editorial resourcing over several years.
Delivered by the Content Services practice at Making Waves (later NoA Ignite), engaged by TINE SA on their Osteverden initiative and ongoing content strategy. The signed agreements name other Making Waves (later NoA Ignite) consultants as the staffed project team. Any public information referenced here is used for identification and does not imply endorsement.
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