Gail Becker | The Innovator 25 North America 2019

Gail Becker


CAULIPOWER and Vegolutionary Foods
Los Angeles

“Talk with people outside your normal sphere of influence.”

Gail Becker has long been a formidable force within the PR industry, well-known in Los Angeles and beyond for turbo-charging Edelman’s western region growth. But in 2016, shortly after her father died, she left Edelman with her next endeavor shrouded in mystery. The veil lifted in 2017 as Becker debuted her iteration of a cauliflower-based pizza crust in 30 Whole Foods. Sales have now surpassed 10 million pizzas (and counting) and her products are available in more than 15,000 grocery stores. She’s one of a handful of PR executives to leave the industry to successfully launch an innovation that turned into a phenomenon. 

In what way(s) does PR/communications need to innovate the most?
PR is the only craft that can truly build brands with an Earned First mindset and lasting trust with consumers. The innovation needs to start at unifying around a common definition and mission.
How would you describe the communications/PR industry's level of innovation compared to other marketing disciplines?About the same as other marketing disciplines

Where is the PR industry's greatest opportunity for taking the lead on innovation?
Creative ideas
How do you define innovation?
Anything the creates a competitive advantage for my brand
What is the most innovative comms/marketing initiative you've seen in the last 12 months?
Taco Bell Hotel, FKC, Tampon Book, The Flip Campaign: Turning McDonald's Ms into Ws

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Taco Bell

Describe a moment in your career that you would consider innovative.
Creating the CAULIPOWER brand

Most underrated trait in a PR person? 
Ability to understand how to build a brand

How do you get out of a creativity rut?
Talk with people outside your normal sphere of influence.

What advice would you give to the PR industry around embracing innovation?
Codify the art and science of generating Earned First ideas and prove that they drive sales and build brand.

What are you thinking about most these days? 
I am excited for the September launch our new, game changing, category-busting frozen chicken tenders : 46% less calories and 110% of the taste. Game-changer!

What one movie, book, TV show or podcast do you recommend someone rent, read or stream tonight?
"How I Built This" podcast on NPR. A master storyteller of ground-breaking entrepreneurs everywhere.