Work

Feed Our Future

Inspiring a fresh foods movement in schools across the nation

SERVICES: Brand Strategy / Brand Launch / Content & Digital Marketing / Educational Content Development / Public Relations / Social Media Strategy

The Challenge

A long-time Muse client, the Cuyahoga County Board of Health (CCBH) was hungry for change. Many public schools served foods that only met the bare minimum nutritional standards. It was time for a fresh start.

When public health leaders were granted funds to launch a farm-to-school purchasing initiative, they turned to Muse for branding, naming and marketing. We named the initiative Feed Our Future. It encourages food service directors to buy more fresh, local foods for students' trays.

Insight

In meeting with various food service directors, we realized that a goal of “raising awareness” of healthier food options wouldn’t fuel success. Other obstacles remained: Limited access to locally-grown foods, school budgets, and lack of student demand.

In order to effectively address the challenge of local food sourcing, Feed Our Future also had to inspire students to make the choice to buy it.

Solution

Not only did Muse work to educate food service directors about how easy it is to source and prepare local foods, we also created curiosity and demand among teachers, parents and, of course, students.

We created a multi-faceted positioning strategy and content-rich media assets that connected with our client’s diverse audiences. The positioning strategy reinforced the critical role each audience plays in teaching students about healthy food choices.

Additionally, we built a dynamic online website packed with “Harvest of the Month” educational tools and swag, recipe videos, blogs and turnkey promotional kits to engage students’ growing minds. We also included an online pledge form that gathered new leads for ongoing communication and e-newsletters.

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Performance

Since launch, Feed Our Future has grown into an all-encompassing name and brand that is not just about the food. It’s about a positive outcome for the future. The initiative took Northeast Ohio by storm, gaining so much traction within local schools that the movement expanded outside of the region – into the Cincinnati market and beyond state borders. The momentum in Ohio schools even garnered state government interest and lead to an award of $90,000 in grant dollars to be used for funding the distribution of educational materials.

Increasing popularity in other states necessitated an eCommerce website, enabling schools not within the grant funding radius to purchase Harvest of the Month materials. With this tremendous growth, Feed Our Future is recognized as a powerful farm-to-school authority at the national level. School systems and public health organizations across the country look to the brand as the model for transforming student appetites.

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RAVE REVIEWS.

See what else our clients have to say about working with our team.

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ALISON PATRICK, GRANT MANAGER

Cuyahoga County Board of Health

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