From its humble roots at the Boulder Farmers' Market, Justin's has grown into a major player in the natural food space with national distribution and presence in mainstream retailers.
The company came to us with a question: "How can we tie together our diverse CSR work in a way that makes sense with our brand?" We dove in with consumer research, corporate surveys, a competitive landscape analysis, and a Purpose Lab workshop. This work helped us understand where Justin's CSR values align with those of its consumers and its parent company, Hormel. The workshop also gave us valuable insights into the brand's personality and vision.
During the insights phase, we found a clear connective thread that runs through all of Justin’s CSR initiatives—creating healthy and resilient food systems. We then organized the brand’s CSR work into internal initiatives and external partnerships. From there, we built a powerful CSR platform called "Why Not?!" that captures the company's curiosity-fueled approach to tackling big issues.
Why Not?! structures the company’s CSR work around pillars and integrates it seamlessly into the Justin’s brand. Why Not?! helps internal teams communicate, evaluate, and manage the company's CSR programs. We created a concise platform graphic and handy messaging matrix to further support the company’s CSR communications.