Herdez “Llevamos la H al Hacer”: an employee wellbeing campaign

The challenge was to have employees who were empathetic about each other’s workloads, with an emphasis on mental, physical and financial health. The communication objective: generate engagement through an effective strategy covering the three areas that affect employee performance.

Wellbeing campaigns tend to trip over fragmentation. Physical, mental and financial health are three different subjects, with different messages, experts and tones, and they usually end up as three disconnected initiatives competing for the team’s attention. On top of that, asking for empathy in the abstract does not work: you need a symbol everyone recognises that puts the whole organisation under the same flag. The challenge was to find that common thread.

The concept comes from the brand itself: “Nos llevamos la H para hacer, porque a pesar de ser muda, se nota cuando no está... tu salud también” (“We take the H to do, because although it is silent, you notice when it is missing… and the same goes for your health”). The letter that represents Herdez, and that the company is proud of, became part of the efforts to improve employees’ quality of life.

It is a well-rounded idea for several reasons. It uses an asset the team already feels is theirs: the brand’s H. It plays on a grammatical truth, the H is silent in Spanish, to talk about something that also makes no noise until it fails: health. And it solves the fragmentation, because physical, mental and financial health are grouped under one banner. As the campaign puts it, “HACER requiere de una gran H” (“doing requires a big H”), steering actions towards individual and collective wellbeing under the Herdez H.