Best annual report – FTSE 250 organisation

‘How do we present purpose?’ was the challenge that faced agency Luminous when it was appointed by Britvic to ‘up [the soft drinks company’s] game’ when it came to the annual report. It needed to create strong and creative content to articulate the equity story as effectively as possible.

Britvic’s purpose is to ‘make life’s everyday moments more enjoyable’, which was brought to life through telling the story of its broad portfolio of brands, ranging from Wimbledon favourite Robinsons to the stalwart of children’s lunch boxes Fruit Shoot.

But Luminous then had to provide a more detailed understanding of the value creation story, to integrate purpose throughout the annual report and to embed sustainable growth into the narrative.

It started by auditing the previous year’s report, which led to gap analysis to determine the areas that could be improved and a review of all content. It also hosted a business model workshop with the team from Britvic, and a question and answer session with the leadership team to determine the key company messages that needed to be highlighted.

The new report begins with A year of achievements while Our business at a glance conveys its structure through imagery, as well as showcasing its brand portfolio and a timeline of Britvic’s heritage, which dates back to the mid-nineteenth century when a Chelmsford-based chemist began brewing soft drinks.

Our business model is clearly articulated, with cartoon imagery depicting different stages of the production process, across a spread that elaborates on Britvic’s values. A dotted line frame depicts that this all leads to a Healthier people, Healthier communities, Healthier planets.

This segues nicely into Britvic’s new A healthier everyday sustainability programme, which is launched in the report, and sets out clear targets, goals and long-term objectives. It also names the three executives responsible for each commitment.

And Our strategy at a glance reiterates Britvic’s purpose and values, while signposting sections of the report which brings each element to life.

The judges described the report as ‘short and engaging and really dynamic’ with a ‘creative, bright design’. They added: ‘There were clear key performance indicators in the submission, which had obviously been adhered to.’