Communications Strategy for IPO and Sale
AdvancePierre Foods (APF) — the nation’s leading producer of fully cooked burgers, sandwiches, Philly steaks and stuffed chicken breasts — engaged Vehr in 2014 to help identify communications strategies and priorities as the company underwent sweeping changes in leadership and operations intended to better position it for sale.
Vehr was by its side as APF evolved, crafting the new “AdvancePierre Story” and communicating it to the company’s more than 4,000 associates; customers; channel partners; local communities and government officials; and industry media, trade associations and policymakers.
We worked alongside senior leadership to define the APF voice, messaging and communications goals. We assembled a team of correspondents to ensure overall communications objectives were visible and contemplated across every business unit, department and function. Among the many pieces of this communications puzzle that Vehr oversaw: We produced a monthly internal newsletter, placed cover stories in critical industry publications, led communications for several acquisitions, secured a “Processor of the Year” designation from a leading industry association and developed and implemented crisis plans.
In 2016, AdvancePierre went public — surpassing its Day 1 stock price target — in what was considered one of the most successful IPOs of the year. Six months later, in 2017, Tyson Foods purchased AdvancePierre for nearly double its initial public listing.