Bonusan celebrated its 55th anniversary and used this milestone as an opportunity to give its company culture a fresh start. Together with Bonusan, we developed an internal branding program that brought employees closer together and made the shared mission clear and tangible. This strategy was not only a success but also earned us the Gouden Giraffe Event Award in the category Internal Events and Teambuilding, thanks to its effective approach and lasting impact.
Bonusan has an ambitious mission: by 2025, they aim to improve the lives of more than 1 million people through their health solutions. To achieve this, the strategy has been refined, introducing three key pillars: “a healthy business” for financial stability, “a healthy planet” with a focus on human well-being, and “a healthy organization” to strengthen company culture. Sven, the creative strategist, and Nieske, the expert in internal branding, developed the cultural program “Get FIT together” to bring this last pillar to life. Because winning externally starts with a strong foundation internally.
The goal of the cultural program was to transform Bonusan into one unified company. A place where every employee not only understands and embraces the company culture but also actively applies it in their daily work. This way, everyone knows what makes Bonusan unique and understands their role within the organization.Leaders learned how to translate long-term plans into actionable steps for their teams. Through three live events, all employees embarked on a journey to discover the Bonusan Promise, ensuring everyone was involved. The core values were tested for clarity and relevance, then refined based on employee feedback. In the end, five core values — FITamines — remained, representing what Bonusan stands for: together, personal, self-direction, energy, and learning.
The Bonusan Promise, built on five core values known as FITamines, has been transformed into an 8D audio experience and is now embedded throughout the company. It is visible on the careers page, and during monthly progress meetings, employees are evaluated based on these values. Additionally, special train-the-trainer sessions were held to equip managers with the tools to lead FIT sessions for their teams. Research by D&B Eventmarketing shows that the gap between office and production has narrowed, and 87% of employees recognize and understand the FITamines. To further support this process, employees were given the opportunity to share how they personally contribute to realizing Bonusan’s promise. These individual commitments were brought together in the Heart of Bonusan, a visual representation of the five core values. It serves as a lasting reminder of the shared mission and the journey that has already made an impact—and will continue to do so in the long term.