Values Articulation and Supporting Narratives
Purpose Articulation and Supporting Narrative
I’ve worn many hats, but the hairnet was a first
If you’ve ever wondered who makes food taste extra delicious, credit the food scientists and chefs at Griffith Foods. They create seasoning blends, doughs, bases, and sauces for the world’s biggest food companies and restaurant chains. The problem is, food that’s mass produced isn’t always healthy for people or the planet. As a major player in the global food supply, Griffith had a unique opportunity to lead the way toward healthier, more sustainable practices. We helped Griffith bridge its past in fast foods to its desired future in whole foods.
THE ROAD MAP
A three-step process where we develop a strategy and then express it in clear, inspiring language.
STEP 1: WHO IS GRIFFITH?
As part of uncovering Griffith’s past, we refreshed the brand values. My role was to help identify the areas, come up with memorable, industry-specific titles, and then write a supporting narrative.
When writing these, I make it my personal mission to bring some moments of levity to the writing. Sure, I have a number of strategy points I need to convey in the narratives, but the whole point of values is to inspire people, not bore them to tears.
STEP 2: WHAT’S A NEED IN THE WORLD?
My role was to help uncover what kinds of people could expand our thinking, and then help find them. Once we had specific people, I read any books or articles they’d written and contributed questions to a discussion guide that helped us get to the insights we needed to understand Griffith’s larger role.
STEP 3: PURPOSE
We used the major insight we had from the workshop, along with our knowledge of who Griffith is, to craft a single line that expresses Griffith’s purpose. I led the discussions around the creation of that line. Once we had the line, I wrote a narrative that unpacked it.
A purpose line needs to create a paradigm shift. We took Griffith from a company that simply feeds the world to one that serves the earth. It gives Griffith permission to take on a more expansive role within the food industry, while also adapting to changing market and environmental forces in a responsible way.
Chief Creative Officer: Cathy Carlisi
Chief Strategy Officer: Dolly Meese
Director of Strategy: Monika Nikore
Creative Director: Jeff Harter
Senior Strategist: Caroline Tanner