Mauro Libi Crestani: Share value initiative changed companies purpose

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 shared valueinitiative. 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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