the blaze strategy

When movie theaters shut down, sporting events were canceled and we all began shopping for groceries online, food and beverage companies were forced to lean into brand purpose to figure out what consumers really needed. Through real-time data collection and unconventional marketing, CPG companies were able to balance immediate results with growth ambition.

“If we’re not making people’s lives better in the food that we deliver, then we’re not really doing our job,” Hiranaga said. “Our ‘force for good’ statement is now part of our brand anatomy. We have to be thinking bigger about our jobs and working collaboratively.”