Best Food FITS Rebrand
SITUATION:
Best Food FITS is a research project funded by the Texas Department of State Health Services and headed by Dr. Sylvia Crixell and Dr. BJ Friedman at Texas State University. Best Food FITS stands for “Best Food for Families, Infants, and Toddlers” and aims to improve the health of children by reducing their risk for obesity. Their primary strategies focus on increasing the intake of fruits and vegetables and decreasing their consumption of sugar-sweetened beverages. This program is educationally based and is currently being administered at a community level in the local San Marcos area at restaurants, schools and community centers. The mission of Best Food FITS is to improve the health of children and families by reducing their risk for obesity through education, access to an improved food environment, and practical training. Launched in 2014 with minimal marketing tools and limited branding, the program received token results and nominal market penetration.
Phase one involved extensive audience, market and competitive research and helped define a new foundation upon which to build the brand. I was responsible for all of the research, analysis, brand strategy, media strategy, branding, design and key messaging for logo, identity, website, mobile app, email, online ads, social media templates, outdoor and wearables.
AUDIENCE:
Primary Audience
1. Parents of infants, toddlers and adolescents
2. Single mothers of infants, toddlers and adolescents
Secondary Audience
3. Childcare directors
4. School administrators
5. Restaurant managers and owners
6. Press and media
Tertiary Audience
7. Community and organizations
8. Government policy makers and influencers
AUDIENCE PROFILES: PARENTS
MEDIA STRATEGY:
Parents of Infants, Toddlers & Teens
MEDIA STRATEGY:
Restaurant Owners & Managers
POSITIONING:
For parents looking to improve the health of their young children and family, the Best Food FITS program provides the nutritional expertise, dietary training and menu planning guidance that helps them make the lifestyle changes necessary to prevent childhood obesity. Best Food FITS leverages their dedicated research staff and enthusiastic volunteers to deliver their program with compassion and understanding to the community and those in need.
BRAND PERSONALITY:
Healthy
Smart
Caring
Progressive
Youthful
Modern
Simple
KEY MESSAGING:
Tagline
Best Food FITS provides the training, guidance and knowledge designed to help parents of young children combat childhood obesity so they can make healthier dietary and lifestyle choices for their families. The dramatic reduction of sugar-sweetened beverages and calorie dense foods, and the increased consumption of real — unprocessed — foods such as fresh fruits and vegetables, can significantly improve a person’s health and quality of life.
“Eat Real for Life”
Key Message for Families:
“Giving families the tools to live healthier lives.”
Key Message for Community Partners:
“Helping families reduce the risk of childhood obesity.”
