TrueNorth: Creating A Brand with Purpose

Frito Lay Gets It Right
All detergent (Read my All detergent = Not Viral post) tried to manipulate social media. They failed. Regan Ebert (VP), Michelle Rule (MKT Director) and Keven McKeon (Creative Director) created something NonZero great for TrueNorth Nut Snack:

"We wanted this brand to be a brand with purpose."
Regan Ebert, VP Marketing

"TrueNorth is on a mission to find the most inspiring stories out there."
Michelle Rule, Director of Marketing

We wanted to invite people across America to tell us their inspiration story then we would share those stories across America during the Oscars."
Kevin McKeon, Creative Director
Strawberry Frog

Link to Inspiration Cafe
"The magic of the Inspiration Cafe is someone is waiting for you. Someone will miss you if you don't come into the cafe. Someone is waiting for you. Someone wants to love you. I would describe myself as an ordinary girl with an extraordinary spirit," Lisa Nigro

Lisa, a beautiful Chicago policewoman, started delivery sandwiches out of a little red wagon. From humble beginnings came big things. Her simple ideas - treat people the way you want to be treated, share love and passion easily and well, care - have spread. Frito Lay received several thousand "TrueNorth Stories" and selected Lisa's cafe to "win" kudos, a little money and a huge pat on the back. I add a big pat and a little money. I just made a donation here: http://www.inspirationcorp.org. and hope you will do the same.

Lisa, a quick personal note. I've been trying to create BIG things to help others and failing miserably. You've helped me to recalibrate, I will see what I can do with a red wagon and some sandwiches (metaphorically speaking). What you said in Ms. Hunt's behind-the-scenes about being expected struck hard. Its truth is so eloquent and beautiful I couldn't breathe for a second. If you ever need any help with anything please reach out (martinsellingzoe(at)aol). I am an old marketing dog who would drop everything to be of any service possible to the Inspiration Cafe. I don't know you, but I owe you a great debt for reminding me to start, start small, start with a little red wagon, always a little red wagon :).

Thanks, Martin.

Donate to The Inspiration Cafe

Frito Lay TrueNorth Site

Strawberry Frog Agency 

Great Job and Small Nits
Regan, this web presence, competition and execution is superb, but next time make it easier for bloggers to support you with embedded links and RSS. Let others help sherpa and you reach the summit faster. GREAT JOB!!! I know JUST how hard it is to be simple, true, helpful, warm, friendly online. Too often we over think. You guys didn't. Your idea - find what is inspirational, tell the story and TrueNorth becomes inspirational - is valid ONLY when executed so well. GREAT to hear you received over 2,000 TrueNorth inspiration stories. That stat alone is a sign of hope in the world. Keep up your inspirational marketing. I will be sure to try your "nut snack" soon.

Thanks to you and your team.

Martin

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