1. Oregon Summer
Food Fight Program
A STRATEGIC BRAND PLAN
FOR FIGHTING CHILD HUNGER
DURING THE SUMMER MONTHS
University of Oregon
School of Journalism
and Communication
Winter 2012

2. Contents Food For Thought
The state of Oregon has a proud history of supporting one another in
3) Food For Thought the community. Our pioneer spirit constantly seeks bigger and better
ideas to address the growing challenges we are faced with.
4) Recipe For Success
We know how to lead by example through hard work and persistence.
5-6) Situation in Oregon We do this so that our future generations may share and grow in the
good life that Oregon provides.
7-9) How the Program Works
Our children are our future, and there is cause for concern that they
10-13) Program Examples are not being provided a necessity in life – healthy food. We cannot
allow this growing problem to create a bigger obstacle than it already
14-15) Joining Oregon’s Call to Action has.
16-17) Our Audience 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
18-19) Media Time Line innovative Oregonians in our state have given us strong shoulders to
stand upon.
20-21) Campaign Examples
We are proud of the progressive efforts that are being used to face the
22) Estimated Success Rates growing problem of child hunger in our state. We look at these proven
programs for inspiration and guidance so that we may help create
23) Scalability + Versatility something new to be used in the fight against hunger.
24) Team Member Bios We are Oregon, and we know how to take care of our own.
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3. Recipe for Success The Situation in Oregon
Our focus was to create something brand new to strengthen the Product
efforts that have already been laid forth by PHFO.
Oregon brands are offered the opportunity to pledge 2% of profits on any of their
Oregon children are not eating enough nutritious meals during the selected products, specially marked with our Oregon Summer Food Fight labels.
summer months, and the Summer Food Service Program is the
established and proven method of dealing with this issue. 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
We have identified the problems of awareness and funding to be the Service Program.
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 Place
job. We are not promoting a product, but a movement that is driven
and sustained through Oregon brands and their products. 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
We have a creative appetite to build a new strategic approach to our is growing, the relief is not. We are drawing attention to every Oregonian’s ability
problem by leveraging the power of our Oregon brands to fuel the to strengthen their community, and brand’s opportunity to step up and support the
needed awareness and funding. community that supports them.
With this task comes great responsibility. We were required to do We are bringing much needed attention to a pre-existing program, while also
substantial research, but we also needed to throw all preconceived reinforcing this program so that it has the stability for immediate growth.
notions and exhausted mentalities about hunger out the window.
The program will be available via the participating products that are available for
We are leveraging the consumer influence of Oregon brands with our purchase in Oregon retail stores locations.
state’s history and culture of supporting the local community.
We want Oregon to start a Food Fight.
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4. The Situation in Oregon How the Program Works
Price
Child hunger creates a greater problem than the physical discomfort felt by the CALL TO PHFO
youth. Children who face food insecurity at home are unable to participate in school ACTION +
at the necessary level. They struggle with focusing on and retaining new materials. OREGON BRANDS
The monetary prices will vary from product to product, but should be approximate to
existing retail prices, while also reflecting existing profit margins.
Promotion Oregon
In store interactions and program recognition with participating products will
be essential. We must get brands participating in the program, and rely on their
Brands
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.
AWARENESS
Brands will be encouraged, but not required to volunteer their consistently top + 2% PROFIT
selling products, as well as limited seasonal offerings that are heavily sought during FUNDING PLEDGE
the holiday seasons.
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5. How the Program Works
What It Is Benefits to Customers
Benefits to Oregon Brands
• Purchase Oregon made products while gaining
• Oregon brands donate 2% of profit generated • Brands are provided an easy and flexible way awareness of the child hunger situation and
on their selected products during the calendar to support the communities they operate in. efforts.
school year to the Summer Food Service
Program.
• Scalable program to fit each brand’s individual • Awareness that they are supporting local
needs and capacities during the calendar children.
• The donations steadily accumulate during the school year.
school year in anticipation for the summer
months when children are not receiving the • Cycles Oregon dollars in the local economy,
meals they normally do during the school year. • Supplemental donation option for brands that creating a closed-loop system.
have established relationships with various
hunger organizations.
• Products are easily identifiable with our
custom Oregon Summer Food Fight product • Tax incentives
label.
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6. Food Fight Label Example Food Fight Label Example
This 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.
Sample
Oregon
Brands
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7. Leveraging Oregon Brands Inspiration + Validation
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8. How Our Program Relates To Current Efforts
Oregon’s Call To Action: 5 Year Plan: 2010 - 2015
Goal #1 Goal #3
Increase economic stability for Goal #2
people, communities, and the state Improve the food assistance safety net
Cultivate a strong regional food
system here in Oregon • Improve outreach and development of federal
• Promote savings and asset building for
individuals and families programs to under served groups such as
• Ensure all Oregonians can access healthy people with disabilities, seniors, immigrants,
and affordable food in their communities rural residents, and people who are homeless
• Ensure living wage jobs are available and
accessible to all Oregonians • Strengthen Oregon’s ability to produce, •
process, and distribute food in ways that • Streamline and increase the capacity of the
• Reform Oregon’s tax and revenue system so help feed and employ Oregonians federal nutrition programs to ensure year-
that it is stable, fair, and sustainable round access in and out of school settings
• Integrate food systems, health, and equity •
• Strengthen programs that offset recommendations into local zoning, land • Ensure all Oregonians can access food
living expenses for low and fixed income use, and public planning documents assistance when they need it
Oregonians •
• Expand healthy food options and nutrition
education throughout the food safety net
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9. Our Audience Audience Poll
PHASE ONE The products sold don’t have to cost more,
but what if they did so brands don’t have to
• Our program’s initial audience is Oregon food producing brands, sacrifice established profit margins?
focusing on the brands that generally sell healthy food and focus on
88%
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
will spend more for a good cause
lunches, After School Snack and Meals Program, and the Summer Food
Service Program. 30%
$.01 - $.50
• These brands have likely already earned the respect from the Oregon
community. 45%
$.51 - $1.00
• The Oregon Summer Food Fight Program allows these brands to have a
more strategic outreach to their recognized support of Oregon children. 25%
$1.00+
PHASE TWO
• After Oregon brands join the food fight, the audience focus shifts to
Oregon consumers who purchase these products in local retail stores.
52 polled | 75% Oregonian | 56% female, 44% male
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10. Campaign Timeline
Seasonal
Assembly:
Launch begins. Gather
Annouce success.
First brand begins data. Track
Thank brands
distributing success.
and consumers.
specially marked Launch radio spots Bring
Produce adjusted in- Begin organizing
products with the directed at program Bring additional additional
store promotions for summer food
food fight label. awareness + brand brands on board. brands on
new brands. service program.
participation board.
September 2012
Spring
May 2013
2013
2013
Winter
Basic promoting our Seasonal Seasonal
April. Last
label are displayed on Assembly: Brand Assembly: Brand
month to
storefront windows + PHFO members + PHFO members
contribute
of stores selling the speak to local speak to local
+ donate.
products communities. communities.
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11. Campaign Examples Campaign Examples
Radio Advertisements
*click to listen
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12. Campaign Examples Projected Success Rates
Oregon: Brand Participation
Keeping a continual line of communication with participating
THE FOOD FIGHT HAS BEGUN brands will be essential for both parties, with an in-depth
program review after the pilot year.
-Don’t be left empty handed.- 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
Look for brands prove if consumers are aware of the overall goals of the program.
doing their part.
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13. Scalability + Versatility Team Member Bios
The greatest strength of our program is its potential for scalability & versatility.
Hillary Hilden
Brands can participate in this program voluntarily, and for as long as it fits with
Hillary is in advertising because she Eric Perrenoud
their needs.
believes learning should happen outside
of the classroom. With a spark for Eric is in his final year of a long
Brands that may already have an established way of giving back to the Oregon running, good health, and a good meal and diverse college career. He feels
fortunate that he was able to turn his
community can do this in addition to those efforts. If not, they now have an easy she wants to improve how people live
obsession for advertising into many
by changing the way they think.
and viable option. rewarding experiences, both in and
out of the classroom. He is a comedy
They can start will a small pledge and choose to grow at their own pace. We’re enthusiast, but took this project on
Joey Zolfaghari as no laughing matter. Eric is a writer
not asking for a leap of faith, but a chance to prove our program works. by trade, but you can often find him
attempting anything and everything he
Enthusiastic of all things entertaining, can get his hands on.
Brands can pledge donations on popular products, limited items, or new and all things creative. Born and
products and adapt to their customer’s needs. raised in Portland, Oregon, as a first
generation Iranian-American. Insightful,
Most importantly, this program is scalable and adaptable to the needs
often too sarcastic for his own good, Julia Sullivan
and a class act (or so he thinks). Joey is
of Partners For a Hunger-Free Oregon. an advertising major pursuing a career
in copywriting. His only desire from this Julia loves dissecting brands and
career is to be as passionate for it 20 finding out the purpose and passion
We made this program for you. We trust that you years from now as he is today. behind them. She is not a native
Oregonian, but has a lot of pride in this
can bring out the best in it. state.
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