Case Study

The World Food Program

3 pages
December 2009
Reference: IMD-3-2081

Unilever’s mission is to “add vitality to life.” As one of the world’s largest food companies, it believed that this mission clearly extended to the 850 million people around the world suffering from hunger and malnutrition. This case outlines briefly the partnership that Unilever created with the UN World Food Program (WFP) to address this issue, through 3 core activities: (1) Cause-related marketing; (2) national/school feeding support; and (3) employee engagement. Some of the activities and challenges of the employee engagement program, covering 200,000 people worldwide are covered in more detail.

Learning Objective

This case can be used to stimulate discussions with leaders around how to address the challenges and realize opportunities from CSR initiatives. Questions it can stimulate discussion around include: How do you gain the support of the wider organization for centrally developed initiatives? How do you align the objectives and messages of initiatives, such as the WFP, with those of your strategy and core brands? What does it take to overcome the hurdles?

Keywords
Corporate Social Responsibility, Partnership, Food
Settings
Unilever
2006 – 2008
Type
Field Research
Copyright
© 2009
Available Languages
English
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