A long time ago, I took a marketing course
where the topic was image. The concept was that it was not the product but the
image that sold. They gave us an example of a Wendi's commercial. In this
commercial you saw a family eating burgers at Wendi's and they kept wiping
their mouths with napkins. The commercial ended by saying that Wendi had the
juiciest burger in town. The commercial was a big hit and people wanted the
juicier burger. The true fact was that Wendi cut chunks of fat into their meat
and that was why it was juicier. It was mostly melted fat. Imagine if Wendi had
said the truth. That they sell the most unhealthiest burger with chunks of fat
in it. Nobody would buy it. But that was how business was done thirty years
ago. It was all about profit. The health of the public didn't matter to
corporate America.
Then came along the concept of sharedvalueinitiative. That is where companies look at their purpose differently.
With shared value the concept is if you do what is in the community interest
and for their well being then you will gain also. Wendi started to look to make
their meals healthier. They hired registered dietitians. Their menu now
includes salads, diet coke, unsweetened ice tea. They let you know the number
of calories in each item. Their burger is 100% pure beef. Their cheese burger
is only 300 calories. Now Wendi talks about fat/ lean ratio. Wendi has put in a
major effort to offer healthy nutritious menus for its customers.
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