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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
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 :-))