Leveraging the Power to Choose Products from Purpose-Minded Businesses
A recent collaboration among three Certified B Corporations transformed a trip to the grocery store for everyday items — butter, eggs, yogurt — into a consumer awareness campaign for purpose-minded businesses.
The three New England-based B Corps — Pete and Gerry’s Organic Eggs, Cabot Creamery, and Stonyfield Organic — teamed for a June in-store promotion that encouraged customers to consider the power of their everyday purchases, at the grocery store and beyond. In amplifying the B Corp community message to Vote Every Day by doing business with companies that consider purpose as well as profit in their decisions, the grocery promotion built awareness of B Corps by sparking discussion among consumers and creating new champions of business as a force for good.
The grocery collaboration had its roots in the Vote Every Day movementthat B Lab launched last fall to encourage people to use their daily power to choose to change capitalism from a system that benefits the few to one that benefits all.
At Pete and Gerry’s, which partners with a network of small family farmers to sell organic, Certified Humane free range eggs, Brand Manager Libby Schwab and others wanted to build off the enthusiasm and energy of the Vote Every Day launch. “It delivered an impactful message around which all B Corps could rally,” she says.
The Pete and Gerry’s team began brainstorming how to share the Vote Every Day message with its egg-enthusiast audience and developed two campaigns to pursue.