Consumer Packaged Goods: Building Trust and Visibility During a Transformational Acquisition

What was Sloane’s role in the deal?

Our team was engaged in supporting the company’s leadership as they navigated the complexities of this transition, ensuring that every stakeholder felt informed, valued, and optimistic about the future.

With community roots running deep, the announcement carried unique sensitivities. We developed a comprehensive communications plan that prioritized transparency and empathy, acknowledging concerns about local jobs and the company’s enduring legacy.

How did we ensure effective communications?

Our strategy included pre-emptive contingency planning for potential leaks, robust engagement with directors, managers, employees, and strategic outreach to elected officials, customers, and vendors.

We executed a targeted media strategy that secured widespread coverage in both national outlets and strategically selected local press, driving a surge of over 500% in website engagement.

All media sentiment tracked was positive or neutral—no small feat given the challenges of communicating an acquisition narrative that could otherwise be perceived as a foreign takeover. This was achieved despite limited opportunities for buyer participation and restrictions on disclosing financial details.

By positioning the acquisition as a step toward long-term growth and stability, the narrative emphasized continued investment in U.S. communities and the company’s workforce. The messaging resonated: elected officials and key influencers publicly praised the company’s approach and commitment to its people.

What were the results?

A smooth, well-received transition that not only protected but elevated the company’s reputation—demonstrating that with the right communications strategy, even the most challenging announcements can become opportunities to reinforce trust and excitement for the future.