Can you think of a brand with better unaided awareness than Butterball? Today, Christa Leupen talks about how the company uses their purpose to drive the entire organization. Join us for a lively discussion on what makes the brand tick and how they use their purpose to drive the use of turkey every day – not just on Thanksgiving.
Can you think of a brand with better unaided awareness than Butterball? Today, Christa Leupen talks about how the company uses their purpose to drive the entire organization. Join us for a lively discussion on what makes the brand tick and how they use their purpose to drive the use of turkey every day – not just on Thanksgiving.
00:18 - Christa Intro
01:22 - Director of Purpose and Consumer Communication Role
02:34 - Path to this role
04:49 - Work/Life Balance
06:11 - Purpose defined by Butterball
12:42 - Iconography
13:22 - Challenges of being popular in specific seasons
16:37 - Turkey Talk Line
17:17 - Tone of Voice
18:29 - Branching outside of tukey
20:10 - Jimmy Fallon
22:11 - Influencers
26:17 - Driving the message for customers
27:28 - Where are you in driving the purpose throughout the entire organization