What is our sustainability story?

The Challenge

A global leader in seasonings has a proven track record of investing in sustainability but hadn't yet made it a part of their story. In order to craft compelling masterbrand communications that inspire change across the US, Canada, UK, France, and Australia, the clients had a very straightforward question to answer:

What do people need to hear to truly care about sustainability?

The Approach

We started with a comparative analysis to level set on how the competition was talking about sustainability. From there we identified whitespace for where the narrative could, and should, go in the future.

We interviewed a custom panel of global experts – from behavioral economists to circular designers and regenerative farmers – and conducted qual and quant studies to connect with consumers in our key markets and explore their sustainability attitudes and behaviors.

The Now What?

Acting sustainably doesn’t always come naturally to consumers – they need a reason to care. We crafted a set of brand territories rooted in universal human truths to help our client elevate the sustainability conversation in the category and beyond.