$12,731,-

$25,462,-

$38,193,-

$50,924,-

$63,655,-

$76,386,-

$89,117,-

$101,848,-

$114,579,-

$127,310,-

$140,041,-

$152,772,-

$165,503,-

$178,234,-

$190,965,-

THE WORLDS TOP 10 FOOD &

BEVERAGE COMPANIES
COLLECTIVELY GENERATE
REVENUES OF MORE THAN
$1.100.000.000,- A DAY.
THAT IS NEARLY $200,000,- EVERY

15 SECONDS.

3 COMPANIES CONTROL 40 % OF
THE GLOBAL COCOA MARKET.
COKE IS WORLDS LARGEST BUYER
OF SUGAR & CONTROLS 25 % OF
GLOBAL SOFT DRINKS MARKET.
25% OF GLOBAL EMISSIONS COME
FROM THE FOOD SYSTEM.

ILLUSION OF CHOICE

OPPORTUNITY:
MOVE GIANTS

MOVE THE
FOOD SYSTEM

THEORY OF CHANGE

Page 21

SPIKE

SPIKE

SPIKE

COMPANY ENGAGEMENT +
WIDER ENGAGEMENT

CELEBRATE GOOD TIMES

SHAREGR APHICS

CAN
TOOL

Turn BRAND on its head

OFFLINE
STUNTS

ACHIEVEMENTS

Page 28

EXTERNAL TAKEAWAYS
INTERVENE in marketing dialogue that BRANDS are having with
CONSUMERS to PROTECT BRAND VALUE.
CRITICAL FRIEND APPROACH WORKS - with companies & for
consumers.
MULTIPLIERS amplify Oxfams mobilisation.
BtB ASKS are ambitious yet reasonable/realistic - We are not going
viral yet results.
A COMBINATION OF TACTICS works which work in sync but not alone.
ICONIC WINS CREATE A RIPPLE EFFECT (VGs, national cases, cocoa
market reform, BtB as text book case, sustainability awards).
First go WIDE FOR CRITICAL MASS (>250,000) then DEEP W/
SUPPORTERS.
NO RADICAL ACCUSATIONS truth is shocking enough.

SECTION DIVIDER HEADER HERE (NOT

TO BE USED AS CONTENT SLIDE)

Unlike Nestl, we dont have a social media Command and Control

Centre. Instead we have smart campaigners like Al connecting to
thousands of passionate supporters.

INTERNAL TAKEAWAYS
PROPER PLANNING PREVENTS POOR PERFORMANCE
MULTIFUNCTIONAL TEAMWORK
co-creation and collaboration. Digital campaigns = public/digital
campaigners have a voice!
CONFIDENCE & INTERNAL COMMUNICATION
beat the drum internally as well.
REAL-TIME SENSE MAKING OF ACHIEVEMENTS/FAILURES
creates agility in switching strategies.

challenges
PS SKEPTICISM RISK OF GREEN-WASH IS OMNIPRESENT.
BALANCE BETWEEN: CHANGE IN INDIVIDUAL CASES SYSTEMIC
CHANGE ACROSS THE OPERATIONS OF WHOLE COMPANY IN THE LONG
TERM (SYSTEMIC SUPPLY CHAIN AUDITING)
EVOLVING CAMPAIGN MODEL OVER TIME TO KEEP PACE WITH
SUPPORTER JOURNEY.
COMPANIES GETTING MORE SAVVY IN RELATION TO OUR TACTICS &
SCORECARD METHODOLOGY...COUPLED WITH TARGET/SUPPORTER
FATIGUE.

20 minutes later

$15,277,200,-

DANKE!
WILLEMIJN DE IONGH | OXFAM | WWW.BEHINDTHEBRANDS.ORG