Oregon Summer Food Fight Program

A STRATEGIC BRAND PLAN FOR FIGHTING CHILD HUNGER DURING THE SUMMER MONTHS

University of OregonSchool of Journalismand Communication

Winter 2012

Contents Food For ThoughtThe state of Oregon has a proud history of supporting one another in the community. Our pioneer spirit constantly seeks bigger and better ideas to address the growing challenges we are faced with.

We know how to lead by example through hard work and persistence. We do this so that our future generations may share and grow in the good life that Oregon provides.

Our children are our future, and there is cause for concern that they are not being provided a necessity in life – healthy food. We cannot allow this growing problem to create a bigger obstacle than it already has.

Although we may have a growing hunger problem, we do have a lot that we can be thankful for. The ongoing efforts of caring and innovative Oregonians in our state have given us strong shoulders to stand upon.

We are proud of the progressive efforts that are being used to face the growing problem of child hunger in our state. We look at these proven programs for inspiration and guidance so that we may help create something new to be used in the fight against hunger.

We are Oregon, and we know how to take care of our own.

3) Food For Thought

4) Recipe For Success

5-6) Situation in Oregon

7-9) How the Program Works

10-13) Program Examples

14-15) Joining Oregon’s Call to Action

16-17) Our Audience

18-19) Media Time Line

20-21) Campaign Examples

22) Estimated Success Rates

23) Scalability + Versatility

24) Team Member Bios

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Recipe for SuccessOur focus was to create something brand new to strengthen the efforts that have already been laid forth by PHFO.

Oregon children are not eating enough nutritious meals during the summer months, and the Summer Food Service Program is the established and proven method of dealing with this issue.

We have identified the problems of awareness and funding to be the main obstacles for the program. Bringing focused awareness is at the core of advertising, so we believe that we are the right people for the job. We are not promoting a product, but a movement that is driven and sustained through Oregon brands and their products.

We have a creative appetite to build a new strategic approach to our problem by leveraging the power of our Oregon brands to fuel the needed awareness and funding.

With this task comes great responsibility. We were required to do substantial research, but we also needed to throw all preconceived notions and exhausted mentalities about hunger out the window.

We are leveraging the consumer influence of Oregon brands with our state’s history and culture of supporting the local community.

We want Oregon to start a Food Fight.

The Situation in OregonProduct

Oregon brands are offered the opportunity to pledge 2% of profits on any of their selected products, specially marked with our Oregon Summer Food Fight labels.

By partnering with Oregon brands, our program would pilot this label to promote the fact that this brand’s product generates donations directly to the Summer Food Service Program.

Place

Oregon has an established Summer Food Service Programs, but it is struggling to generate donations, and provides little room for an increase in funding. While hunger is growing, the relief is not. We are drawing attention to every Oregonian’s ability to strengthen their community, and brand’s opportunity to step up and support the community that supports them.

We are bringing much needed attention to a pre-existing program, while also reinforcing this program so that it has the stability for immediate growth.

The program will be available via the participating products that are available for purchase in Oregon retail stores locations.

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The Situation in Oregon

Price Child hunger creates a greater problem than the physical discomfort felt by the youth. Children who face food insecurity at home are unable to participate in school at the necessary level. They struggle with focusing on and retaining new materials.

The monetary prices will vary from product to product, but should be approximate to existing retail prices, while also reflecting existing profit margins.

Promotion

In store interactions and program recognition with participating products will be essential. We must get brands participating in the program, and rely on their established product distribution channels to get the program on store shelves, and in the mind of consumers.

We are recommending that the program runs in close proximity to the calendar school year: September 1st - April 30th.

Brands will be encouraged, but not required to volunteer their consistently top selling products, as well as limited seasonal offerings that are heavily sought during the holiday seasons.

How the Program Works

Oregon

Brands

CALL TOACTION

PHFO +

OREGON BRANDS

AWARENESS +

FUNDING2% PROFIT

PLEDGE

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• Oregon brands donate 2% of profit generated on their selected products during the calendar school year to the Summer Food Service Program.

• The donations steadily accumulate during the school year in anticipation for the summer months when children are not receiving the meals they normally do during the school year.

• Products are easily identifiable with our custom Oregon Summer Food Fight product label.

What It Is

• Brands are provided an easy and flexible way to support the communities they operate in.

• Scalable program to fit each brand’s individual needs and capacities during the calendar school year.

• Supplemental donation option for brands that have established relationships with various hunger organizations.

• Tax incentives

• Purchase Oregon made products while gaining awareness of the child hunger situation and efforts.

• Awareness that they are supporting local children.

• Cycles Oregon dollars in the local economy, creating a closed-loop system.

Benefits to Oregon BrandsBenefits to Customers

How the Program Works

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Food Fight Label ExampleThis is our product label - our program’s identification for the food fight.

We will use it to leverage the consumer brand recognition of our Oregon brands.

OregonBrands

Sample

Food Fight Label Example

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Leveraging Oregon Brands Inspiration + Validation

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Increase economic stability for people, communities, and the state

• Promote savings and asset building for individuals and families

• Ensure living wage jobs are available and accessible to all Oregonians

• Reform Oregon’s tax and revenue system so that it is stable, fair, and sustainable

Cultivate a strong regional food system here in Oregon

• Integrate food systems, health, and equity recommendations into local zoning, land use, and public planning documents

Improve the food assistance safety net

• Improve outreach and development of federal programs to under served groups such as people with disabilities, seniors, immigrants, rural residents, and people who are homeless

• • Streamline and increase the capacity of the

federal nutrition programs to ensure year-round access in and out of school settings

• • Ensure all Oregonians can access food

assistance when they need it• • Expand healthy food options and nutrition

education throughout the food safety net

Goal #1Goal #2

Goal #3

• Strengthen programs that offset living expenses for low and fixed income Oregonians

• Ensure all Oregonians can access healthy and affordable food in their communities

• Strengthen Oregon’s ability to produce, process, and distribute food in ways that help feed and employ Oregonians

How Our Program Relates To Current EffortsOregon’s Call To Action: 5 Year Plan: 2010 - 2015

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will spend more for a good cause88%$.01 - $.50

30%

$.51 - $1.00 45%

$1.00+ 25%

52 polled | 75% Oregonian | 56% female, 44% male

Our AudiencePHASE ONE

• Our program’s initial audience is Oregon food producing brands, focusing on the brands that generally sell healthy food and focus on good nutrition.

• The heart of our campaign centers on the strategy that Oregon takes care of its own. Many of these companies already have personal connections to Oregon children that participate in the Free / Reduced price school lunches, After School Snack and Meals Program, and the Summer Food Service Program.

• These brands have likely already earned the respect from the Oregon community.

• The Oregon Summer Food Fight Program allows these brands to have a more strategic outreach to their recognized support of Oregon children.

PHASE TWO

• After Oregon brands join the food fight, the audience focus shifts to Oregon consumers who purchase these products in local retail stores.

Audience PollThe products sold don’t have to cost more, but what if they did so brands don’t have to sacrifice established profit margins?

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Sep

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ber

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2

Win

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Campaign Timeline

Launch radio spots directed at program awareness + brand participation

Launch begins. First brand begins distributing specially marked products with the food fight label.

Basic promoting our label are displayed on storefront windows of stores selling the products

Bring additional brands on board.

Seasonal Assembly: Brand + PHFO members speak to local communities.

Sprin

g 2013

April. Last month to contribute + donate.

Produce adjusted in-store promotions for new brands.

Seasonal Assembly: Brand + PHFO members speak to local communities.

Seasonal Assembly: Annouce success. Thank brands and consumers. Begin organizing summer food service program.

Gather data. Track success. Bring additional brands on board. M

ay 2013

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Campaign Examples Campaign Examples

Radio Advertisements

*click to listen

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Campaign Examples

THE FOOD FIGHT HAS BEGUN

-Don’t be left empty handed.-

Look for brands doing their part.

Oregon:Projected Success Rates

Brand Participation

Keeping a continual line of communication with participating brands will be essential for both parties, with an in-depth program review after the pilot year.

THREE MONTHS - 4 participating brands + 40% consumer awareness

SIX MONTHS - 8 participating brands + 50% consumer awareness

NINE MONTHS - 10 participating brands + 60% consumer awareness

ONE YEAR - 80% satisfied pilot brands + influx in brands volunteering for the second year.

Consumer Awareness

Informal surveys conducted by volunteers + participating brands to prove if consumers are aware of the overall goals of the program.

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Team Member BiosScalability + VersatilityThe greatest strength of our program is its potential for scalability & versatility.

Brands can participate in this program voluntarily, and for as long as it fits with their needs.

Brands that may already have an established way of giving back to the Oregon community can do this in addition to those efforts. If not, they now have an easy and viable option.

They can start will a small pledge and choose to grow at their own pace. We’re not asking for a leap of faith, but a chance to prove our program works.

Brands can pledge donations on popular products, limited items, or new products and adapt to their customer’s needs.

Most importantly, this program is scalable and adaptable to the needs of Partners For a Hunger-Free Oregon.

We made this program for you. We trust that you can bring out the best in it.

Hillary Hilden

Hillary is in advertising because she believes learning should happen outside of the classroom. With a spark for running, good health, and a good meal she wants to improve how people live by changing the way they think.

Eric Perrenoud

Eric is in his final year of a long and diverse college career. He feels fortunate that he was able to turn his obsession for advertising into many rewarding experiences, both in and out of the classroom. He is a comedy enthusiast, but took this project on as no laughing matter. Eric is a writer by trade, but you can often find him attempting anything and everything he can get his hands on.

Julia Sullivan

Julia loves dissecting brands and finding out the purpose and passion behind them. She is not a native Oregonian, but has a lot of pride in this state.

Joey Zolfaghari

Enthusiastic of all things entertaining, and all things creative. Born and raised in Portland, Oregon, as a first generation Iranian-American. Insightful, often too sarcastic for his own good, and a class act (or so he thinks). Joey is an advertising major pursuing a career in copywriting. His only desire from this career is to be as passionate for it 20 years from now as he is today.

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