Tuesday, 26 February 2013

Looking behind what the brand is selling - Oxfam’s latest social mediaselling change campaign

The details of the route to market used to be of concern only to the supplier in whom the customer and investor put their trust.

Selling a brand today goes far beyond selling a product and packaging it. Customers are increasingly concerned about what is behind the brand.

The supply chain which food companies operate has come under scrutiny particularly from the terrible publicity that the mis labelling scandal of beef processed foods from the DNA analysis which revealed horse flesh and other contamination across Europe.

Now Oxfam have launched a selling campaign scrutinising the supply chains of the 10 largest global food firms.

Their campaign is aimed at concerned consumers in 12 countries to look behind the brand and use social media to express their concern via social media.

Over 18 months of  research, Oxfam assessed publicly available information on the policies and commitments of the 'Big 10' food companies towards the sourcing of agricultural commodities from developing countries.

The Scorecard looks at seven themes, weighing each theme equally.

The index tackles some cutting edge issues that will require rigorous debate and dialogue between companies, civil society and industry experts.
Oxfam reckon consumers have the right to know how their food has been produced and the impact this has on the world's poorest people who are growing the ingredients.

Similarly that companies have a responsibility to treat local producers, communities and environments with respect.

Since the hundreds of brands which line supermarket shelves are predominantly owned by just 10 giant companies which have combined revenues of more than $ 1 billion  a day I would imagine both consumers and investors will be taking notice of the campaign.


Oxfam’s appeal to the consumers in social media land

You’re more powerful than any of the Big Ten food companies. Without you, they won’t stay big for long. Use Facebook and Twitter to nudge your favourite brands. Contact the CEO personally and tell them what needs to change. We’ll be constantly updating the scorecard so you can see the impact you’re having.


Trust in brands over corporate social responsibility issues is becoming increasing significant to the Companies' marketing mix

No doubt the PR agents will be combing Twitter, Facebook, Google+ Pinterest and emails

(Food for thought - As I bite into my favourite Cadbury Dairy Milk chocolate ( the new shaped bar) maybe I should look behind and beyond the simple reassurance of that Fairtrade symbol :-))

Related links
Oxfam's Behind the brand link

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