Session - Shopper Marketing Forum 2016
April 19 & 20, 2016   •   Arcadian Court


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Championing a social cause to drive sales

Wednesday, April 20, 2016
10:00 AM - 10:30 AM

Is it possible to change the world for the better and drive product sales at the same time? Yes. It is. In this session, General Mills marketing director Emma Eriksson, who headed up the Honey Nut Cheerios Bring Back the Bees campaign, and Unilever’s Shagufta Hooda, who leads Ben & Jerry’s efforts to combat climate change, share how to create buzz both on and off shelves in Canada, and how to most effectively leverage your social purpose marketing in the aisles.


Matthew Diamond
Hunter Straker


Emma Eriksson
VP of Global Brand
General Mills Canada

Shagufta Hooda
Assistant Brand Manager

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