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 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, mass-produced food isn’t always healthy for us or good for the earth. 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 roadmap for how we uncover purpose.
STEP 1: WHO IS GRIFFITH?
As part of uncovering what is distinct and authentic about Griffith, 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. 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.
STEP 2: WHAT NEED CAN IT UNIQUELY MEET?
My role was to help uncover what kinds of people could expand our thinking, help find them, and then contribute questions to a discussion guide that would lead us to the insights.
STEP 3: WHY IS GRIFFITH HERE?
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 the purpose. I led the discussions around the creation of that line. Once we had it, I wrote a narrative that expanded on it.
Purpose needs to create a paradigm shift. We took Griffith from a company that simply feeds the world with its products to one that serves the earth and makes an impact through all its actions. This purpose 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