Becoming a World's First! Making Carbon Neutrality a Reality
Abstract:
Maple Leaf Foods (MLF), Canadas largest prepared meats and poultry producer, is on a mission to be the most sustainable protein company on Earth; but how should they communicate this? What messages and claims would be relevant and believable to consumers, while still resonating with their loyal base that embraced the heritage of the company? To meet this challenge Research Strategy Group combined behavioural science, ethnography and discrete choice to develop a proprietary message model.
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