Christa Leupen / Butterball

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 Intro01:22 - Director of Purpose and Consumer Communication Role02:34 - Path to this role04:49 - Work/Life Balance06:11 - Purpose defined by Butterball12:42 - Iconography13:22 - Challenges of being popular in specific seasons16:37 - Turkey Talk Line17:17 - Tone of Voice18:29 - Branching outside of tukey20:10 - Jimmy Fallon22:11 - Influencers26:17 - Driving the message for customers27:28 - Where are you in driving the purpose throughout the entire organization https://www.butterball.com/