Annie Longsworth of Saatchi & Saatchi S served as MC for our last day at SB’14. Reminding cause-marketers that we do things when we want to and need to and not when we’re told to, Longsworth eloquently introduced a series of plenaries with themes of authentic stories and focused purpose.
Next, Denise Morrison, CEO of Campbell’s Soup, and Neil Grimmer, co-founder & president of Plum Organicstook the stage to showcase their shared purpose for nutritious, delicious and accessible food. Morrison shared how the iconic brand is adapting to changing demographics and addressing environmental impacts as one of the largest carrot suppliers in the US.
Grimmer passionately described how the founders of Plum gave voice to young modern families looking for delicious ways to set kids on a trajectory of healthy eating for the rest of their lives. Showing a short video from their Feed Amazing campaign, showcasing real toddlers in moments of wonder and excitement, Grimmer said, “That amazing deserves our amazing.” Drawing attention to the two-pronged problem of food insecurity and child obesity, he reminded the audience that 1 in 5 children are starving, not for calories, but for nutrition. Using the Buy/Give model, Plum has provided half a million Super Smoothies, delivering much needed nutrition for kids who regularly
After the mid-morning break, Ty Montague, author of True Story: How to Combine Story and Action to Transform Your Business, espoused the value of “storydoing.” Citing Zappos, TOMS and Patagonia as examples, he said storydoing companies put their stories at the center of their business and perform better than mere “storytellers.” Storydoing requires being on a mission to make big positive change in the world; and having an enemy — not in terms of trashing your competitors, just having a real understanding of the change you want to make/the problem you want to solve.