Eating healthy is easier said than done. And when the Arizona Nutrition Network approached Moses for a campaign that worked tri-fold – encouraging family meal time and the idea that nutritious options were affordable and convenient as well as directing traffic to their signature site, eatwellbewell.org – we knew that we had our plates full.
The challenge lied in the target audience. SNAP-eligible recipients get an average of roughly $1.50 per meal, per person, which makes eating healthy even trickier. With some creativity and an open mind however, it is possible to put nutrient-rich food on the table.
Rather than promoting specific food groups, we turned to color and let family meals serve as an umbrella message; the idea being that eating well could be a shared experience, ultimately establishing healthy habits for everyone involved.
Tone was key, here. We needed to recognize the efforts of those who were already trying to put food on table, and promote change by being friendly and motivating, but understandably down-to-earth.
The result was a fully-fledged campaign consisting of print, outdoor, TV ads and more – all of which depicted vibrant vegetables and fruits with the headline “Brighten the Family Table.” Straightforward but with subtle connotations, the campaign associated healthy, colorful eating with a healthy, colorful life, and generated 25,750,997 impressions as well as a 37% lift in site visits.