Jamie Oliver’s Food Revolution is a great example of a mission-based brand that has created extra-ordinary levels of buzz in just a few short weeks. And while TV ratings are not the be-all-and-end-all for most of us, it’s remarkable that this unassuming and likable little Englishman was tied for the most popular television program in the US last Friday evening, April 16th.
Rather more importantly, the serious work of changing the eating behavior of a nation’s children is only just starting but praise where praise is due…the publicity, the chatter and the charm has already raised the issue to a new all-time high. The launch of an online petition calling for better food in schools has already gathered 400,000 signatures and the revolution has only started.
Central to any mission-based brand is the creation of a purpose-inspired manifesto and the Food Revolution is no exception with its hopes and dreams clearly and simply laid out:
“I believe that every child in America has the right to fresh, nutritious school meals, and that every family deserves real, honest, wholesome food. Too many people are being affected by what they eat. It’s time for a national revolution. America needs to stand up for better food!
You live in an amazing country full of inspirational people and you have the power to change things. With your help, we can get better food into homes, schools and communities all over America and give your kids a better future. Sign the petition to save America’s cooking skills and improve school food. It could be the most important thing you ever do for your family. America’s health needs you now! We all know how habit-driven we all are as consumers and how difficult it is to change our behavior. Well, in recent months I have seen my behavior change and I wanted to share the experience with you”.
There are a number of other characteristics of mission-based brands that are illustrated through the Jamie Oliver Food Revolution phenomenon.
1. Catalytic Impact: While the scientists, the government departments and the bureaucrats argue and debate the obesity issue ad nauseam, onto the scene comes a down-to-earth chef who speaks common sense and who shows us all what needs to be done. Watching his show is inspiring and makes people want to join the movement. It’s like an elixir.
2. Courage: Jamie Oliver is brave. And it’s a good job that he’s received some of the anti feelings that his crusade caused in Huntington. Mission-based brands almost by definition have to change the rules of the game. They have a higher purpose than just stake-holder return although it is interesting to see that Jamie is also a wealth-creating machine. The latest published figures in the UK show him to be worth in excess of $100.0m
3. Credibility: It always helps when a mission-based brand has the chief protagonist at the wheel. This is not about a Food Revolution – it’s about Jamie Oliver’s Food Revolution and it is this visible human touch in conjunction with the mission itself that creates this feeling of authenticity and credibility.
4. Community: Great mission-based brands have the capacity to reawaken our tribal instincts in a big way and the Jamie Oliver brand is no exception. A combination of extensive personal publicity with strong social media support and all of a sudden, there’s a community being built. And this is going to be important if the momentum behind the brand is to be maintained.
I am not that naïve to suggest that, by itself, the Food Revolution will change the entrenched eating habits of the typical American family. But I have talked before on the 3rd Button about the central role that “nudges” can play in helping to elevate critical social issues and in that context, Food Revolution has already established itself as a mega-nudge!!
We will have to wait to see what long-term behavioral changes take place as a result of the TV series but we can already thank Jamie for showing us how to build a responsible mission-driven brand that is purpose-inspired, culturally impactful, universally appealing and community-minded. And all done at the speed of light.
Wow!! Not bad for a cheeky cook from London’s east-end.
Simon Williams
Tweet this | Tags: branding, consumer behavior, Food Revolution, Jamie Oliver, mission based, mission-driven
