Can you think of a brand with better unaided awareness than Butterball? Today, Christa Leupen talks about how the company uses their purpose to drive the entire organization. Join us for a lively discussion on what makes the brand tick and how they use their purpose to drive the use of turkey every day – not just on Thanksgiving.

00:18 - Christa Intro

01:22 - Director of Purpose and Consumer Communication Role

02:34 - Path to this role

04:49 - Work/Life Balance

06:11 - Purpose defined by Butterball

12:42 - Iconography

13:22 - Challenges of being popular in specific seasons

16:37 - Turkey Talk Line

17:17 - Tone of Voice

18:29 - Branching outside of tukey

20:10 - Jimmy Fallon

22:11 - Influencers

26:17 - Driving the message for customers

27:28 - Where are you in driving the purpose throughout the entire organization

https://www.butterball.com/