Branding a School-Based Campaign Combining Healthy Eating and Eco-friendliness

To develop a branding strategy for a campaign to improve the quality of foods children bring from home to school, using a combined healthy eating and eco-friendly approach and for a control campaign focusing solely on nutrition. Formative research was conducted with third- and fourth-grade students...

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Bibliographic Details
Published in:Journal of nutrition education and behavior 2018-02, Vol.50 (2), p.180-189.e1
Main Authors: Folta, Sara C., Koch-Weser, Susan, Tanskey, Lindsay A., Economos, Christina D., Must, Aviva, Whitney, Claire, Wright, Catherine M., Goldberg, Jeanne P.
Format: Article
Language:English
Subjects:
branding
child nutrition
focus groups
formative research
nutrition communication
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Summary:To develop a branding strategy for a campaign to improve the quality of foods children bring from home to school, using a combined healthy eating and eco-friendly approach and for a control campaign focusing solely on nutrition. Formative research was conducted with third- and fourth-grade students in lower- and middle-income schools in Greater Boston and their parents. Phase I included concept development focus groups. Phase II included concept testing focus groups. A thematic analysis approach was used to identify key themes. In phase I, the combined nutrition and eco-friendly messages resonated; child preference emerged as a key factor affecting food from home. In phase II, key themes included fun with food and an element of mystery. Themes were translated into a concept featuring food face characters. Iterative formative research provided information necessary to create a brand that appealed to a specified target audience.
ISSN:1499-4046
1878-2620
DOI:10.1016/j.jneb.2017.07.015