If you are developing advertisements for businesses other than those within Food Ingredients & Systems, please refer to the main ad guidelines.

Delivering a Consistent, Competitively Superior Brand Experience
Today, our customers often experience “many Cargills” when they see the trade advertising currently executed by our business units. By utilizing the print advertising templates presented below, however, we can take another step forward in delivering a consistent and professional brand experience to our customers.

Before developing a print advertisement, please review Cargill’s vision and brand personality, and be sure to incorporate identity elements appropriately, including typography, imagery, color palette and writing style and tone. These guidelines have been developed to ensure our advertising supports Cargill’s masterbrand strategy.

Please note: this section of the Brand Identity site will move to FIS Connect in January 2008.

FIS Advertisement Template
Trade ads developed for FIS businesses can be divided into four sections: The headline, image, copy, and the brand bar (US full-page template below).

Click on image to enlarge

Headline
The headline should succinctly convey a customer benefit-oriented message that persuades the target to read further. It should convey a singular idea or thought as concisely as possible.

Image(s) and Character
The personality, or character section, includes everything between the headline and the brand bar. This section should feature one to three dominant images that support the benefit communicated in the headline. Imagery should align with the Cargill brand personality.

Please note flexibility of executions within image guidelines.

Click on image to enlarge

Copy
The copy, when supported by a compelling visual, has the ability to convey the personality of Cargill. It should include the reasons to believe – or proof points – that communicate why Cargill is positioned to deliver the customer benefit in the headline.

Brand Bar
The brand bar functions as a consistent footer across all Cargill advertising. It is intended to reinforce the masterbrand as well as to provide the necessary information to help motivate a particular action (such as a site visit). The only elements that should be included in the brand bar are the Cargill logo, Cargill.com URL, and a product-specific URL if one exists.

Example of an Advertisement that Includes All Elements

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Detailed Specifications for FIS Print Advertising

FIS Advertisement Template Downloads

Gallery of FIS Advertisements Applying Brand Identity Guidelines