Culture, Made from Scratch

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THE PLAN: Shift Bob Evans Farms from a beloved consumer brand to a sought-after employer brand by surfacing the heart of their employee experience. The plan centered on giving the organization a clear and compelling internal voice, one rooted in the values, pride, and craftsmanship employees live every day.

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THE GOAL: Define, articulate, and launch an employee experience that reflects the culture Bob Evans Farms is proud of and the future they’re building toward. This meant crafting new company values from scratch, aligning leadership around a shared vision, and unveiling an employee campaign that attracts, engages, and inspires across corporate, manufacturing, transportation, and sales.

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The founder of Bob Evans often said, “Everybody is somebody at Bob Evans.”

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THE PLAYBOOK: We began with deep listening, employer brand audits, interviews, and insights that revealed a key truth: people knew the products, but not the people behind them. Working hand-in-hand with the Executive Leadership Team, we translated these insights into a brand-new Values Platform that clarified what it means to work, grow, and belong at Bob Evans Farms.

With the values as our anchor, we built an employee campaign to launch the new values, which highlighted safety, craftsmanship, care, and community. A fully redesigned careers site brought these values to life with real employee stories, workplace imagery, and clear career pathways. Internally, we launched a branded campaign to introduce the new values, including a heartwarming anthem, a refreshed onboarding experience, leadership town halls, videos, and ongoing communications.
 

THE RESULTS: Bob Evans Farms emerged with its first fully defined Values Set and companion Employer Campaign, a people-centered foundation built through collaboration with leadership and grounded in real employee insight. The internal launch created immediate clarity and excitement, and the new careers site gave candidates an authentic window into life at Bob Evans Farms. As employee ambassadors began sharing their stories, the brand evolved from a campaign into a culture movement, helping employees feel seen and connected to a company that finally reflected who they are and what they stand for.