#MakeBaobabFamous How brand purpose can turbo-charge

your business

November 2016

Sophie Capron Marketing & Communications Director

sophie.capron@aduna.com

Where it all began| Aduna co-founder Andrew in West Africa

Problem| failure of aid for development in rural Africa

Opportunity| 25% of botanical species originate from Africa

• Our mission is to bring you the natural vitality of Africa’s super-

ingredients, while creating sustainable livelihoods for small-scale

producers

• Our impact is achieved by creating demand for under-utilised natural

products from small producers – starting with baobab

Aduna| an Africa-inspired health food brand & social business

Baobab| Africa’s ‘Tree of Life’

Baobab| the only fruit that dries on the branch

Baobab| a real life ‘superfood’

Energy release Immunity Healthy skin

Baobab | an inspiring possibility

But 95% of people have never heard of it

Consumers

Industry

No awareness due to lack of product development

No product development due to lack of awareness

Baobab | the vicious cycle of obscurity

Enrolment = touch, move or inspire

Creating the brand| harnessing the vibrancy of Africa

Inspiring others| gaining access to extraordinary platforms

Establishing distribution| partnerships with key retailers

Reaching our early adopters| media & bloggers get onside

Driving trial|the power of The Feel Good Tribe

Rolling out| taking baobab nationwide

Enrolling the public| Pitch to Rich

Pitch to Rich | campaign goes viral

Pitch to Rich | the live finale

Make Baobab Famous | ideas becoming reality

Make Baobab Famous | a real-life baobab miracle

Make Baobab Famous | campaign goes viral again

Make Baobab Famous | number of impressions

Aduna | the baobab love is spreading

Summary | how can a brand purpose help turbo-charge your business?

1. People| motivated, impassioned team

2. Impact| beyond commercial success

Mo

nth

ly S

ales

(£

)

3. Commercial impact| purpose drives profit

4. Extend your reach| further than your arms can stretch

How to| build a brand purpose

Find your purpose: get inspired

Define it clearly – & establish how to measure it

Enrol, enrol, enrol

See how far your purpose can take you

Sophie Capron Marketing & Communications Director

sophie.capron@aduna.com