Apart from making an account of Danish Crown’s economic results, this internationally awarded annual report celebrates the history of the company using the metaphor of a journey: a journey through the accounting year, a journey through their 125 years of history and a journey by ship from Denmark to London, that commemorates an export route used in 1887 to export bacon from Denmark to the UK.
Danish Crown’s annual reports aim to illustrate the strategic movements the company has taken during the year and their economic result, which is why these annual reports are used as a self promotion tool throughout the year.