In this session...
Whether or not a brand purpose is an effective use of a marketing budget has been a big debate recently. And Hellmann’s, with its stated purpose of ‘Make Taste Not Waste’, has been in the thick of it. With particular focus on Hellmann’s recent TV show, ‘Cook Clever, Waste Less’, encouraging people to use up leftovers rather than wasting food, key players will discuss the issue.
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The discussion will stress that, when rooted in authenticity, a brand purpose can definitely be a driver for genuine, meaningful behaviour change. And the success of ‘Cook Clever, Waste Less’ proves that the combination of a strong brand and the world of advertising can encourage people to work towards a more sustainable future.
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What You'll Learn from This Session...
- How a brand purpose can be turned into a positive outcome that profits everyone
- Can brand purpose generate meaningful behaviour change?
- Can brands genuinely make a difference?
