Values Add Value to Food Buys, From Whole Foods to McDonald’s - The Minute

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Values Add Value to Food Buys, From Whole Foods to McDonald’s - The Minute

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"Values matter." @WholeFoods & other food companies roll out socially responsible #marketing campaigns http://3bl.me/c8g55m via @3BLMedia
Monday, October 20, 2014 - 5:00pm

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“Values matter.” That’s the slogan that Whole Foods has chosen for its first national brand marketing campaign. The message is, Whole Foods provides value to its customers through the values the company uses to select the food products on its shelves. That is, values for money in shopping for groceries is as important as bargain pricing, which Whole Foods is not known for. The company believes that consumers will find that value in the increased information it provides about where the food comes from, and how it was grown, raised, and made.

Whole Foods is serious about getting out this message. The campaign’s budget is estimated at between fifteen and twenty million dollars. It’s the latest example of what Madison Avenue calls variously “conscious capitalism,” “cause marketing,” and “purpose marketing.” It’s an appeal to customers to support food companies that operate in a socially responsible manner. Other food companies are carrying out similar campaigns, including Panera Bread, Chipotle, and McDonald’s, which launched a campaign last week to improve how consumers think about the quality of its food. The ultimate goal of these and other efforts is to make the socially responsibility of a brand an integral part of its identity and its equity.

If it works, it’s proof yet again that adding values can add value to the bottom line.

I’m John Howell for 3BL Media.

Video Source: Values Add Value to Food Buys, From Whole Foods to McDonald’s

Keywords: 3bl Media | Responsible Business & Employee Engagement | Branding | CSRminute | Chipotle | Events, Media & Communications | Food Companies | Marketing | McDonald’s | Panera Bread | Socially Responsible Brands

CAMPAIGN: The CSR Minute

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