Our target audience knows eating healthy is important but finds it difficult to do so due to excuses around cost, time and convenience. The concept is to make healthy eating easy and accessible through a mobile app that directs users to recipes and grocery delivery, and a grocery truck that allows customers to sample and purchase ingredients for healthy meals on-the-go. The goal is to influence consumers to make better food choices by addressing common barriers and making healthy options more appealing and readily available.

1. Making Health Second Nature
Brian
Hodes
Pilar
McQuirter
Antonio
Perez
Sarah
Vonderhaar
Willem
Aloe
The Young Globals

2. Overall physical health and eating healthy go hand-in-hand.
Key Fact

3. Our target is aware that eating healthy is an important part of a happy and productive life.
They are always on the go, which makes for spur of the moment food decisions and last
minute grab-and-go options.
Consumer Profile

4. Our target knows that eating healthy is important, but they
feel that it is difficult to do so.
Insight
They are full of excuses:
It’s too expensive.
It takes too much time.
They’ve accepted their habits and have settled into a
routine..

5. The moments when our target is making a decision about what to eat for lunch and dinner.
Touch Points

6. How we consume
has changed.

7. 2
By 2017, Food trucks will bring in an estimated
The Food Truck Trend
Young consumers prefer on-the-go options to traditional sit down
establishments. Food trucks continue to rise in popularity.
$2.7 billion
in revenue.

8. Food On Demand
There is a growing demand for these services.
People continue to desire food on-demand.
They don’t think they have the time to prepare a meal.
People enjoy having a variety of choices.

9. The way we share food has changed. The world is invited to our table!
Vegan Key Lime Pie
Mushroom Toast
Oatmeal
Healthy food options that look and taste delicious are often
preferred.

10. Millennials will pay a premium for
foods they feel are beneficial to their
health.
Food with Benefits.

11. Eat Well
Healthy made easy
CONCEPT
Eat Well works to improve the overall perception of healthy eating. Through our
partnership with Digimarc, we've made eating healthy more accessible and
undoubtedly delicious.
Our goal of making health second nature will be achieved by making the
healthier option more appealing, readily available, while ultimately influencing
the consumer to make better choices.

12. How it works: Think QR Codes, but better.
Users will be able to interact with
our ads through our App that uses
Digimarc Discover technology, and
they will get directed to our landing
page.
On the App, they will find healthy
recipes, be able to order groceries
online, upload and share recipes
too!

13. Out-of-Home Ads
The user will be directed to our
landing page where they can
download all kinds of easy to prepare
recipes.
Other Out-of-Home
Recommendations:
Urban Bike Rental Stations
Billboards
Public Transportation
Grocery Store Shopping Carts

14. Try and Buy
Grocery Truck
Taking the prep out of meal prep
by placing a grocery store on
wheels.
Customers will be able to sample
healthy foods prepared by an
onboard chef.
They will be able to buy the
recipe ingredients on the spot to
make the same dishes on their
own.
There are no more excuses!

15. The Joy of Eating

18. Sources
Delaware, Becky. "Food Truck Nation." Paste, 24 Feb. 2015. Web. 21 Jan. 2016. <http://www.pastemagazine.
com/articles/2015/02/food-truck-nation-tracking-the-food-truck-trend.html>.
"Green Generation: Millennials Say Sustainability Is a Shopping Priority." Nielsen, 05 Nov. 2015. Web. 20 Jan. 2016. <http://www.
nielsen.com/us/en/insights/news/2015/green-generation-millennials-say-sustainability-is-a-shopping-priority.html>.
"Health Meals Health Environment." The Hartman Group, 2014. Web. 22 Jan. 2016. <http://store.hartman-group.com/content/diners-
changing-behaviors-2014-overview.pdf>.
"How Migrating Millennials Will Change the Retail Landscape by 2020." Nielsen, 08 Jan. 2016. Web. 21 Jan. 2016. <http://www.
nielsen.com/us/en/insights/news/2016/how-migrating-millennials-will-change-the-retail-landscape-by-2020.html>.
"Millennial Food Shoppers and Diners: Spontaneous. Flexible. Contradictory." The Hartman Group, 19 May 2015. Web. 22 Jan. 2016.
<http://www.hartman-group.com/hartbeat/601/millennial-food-shoppers-and-diners-spontaneous-flexible-contradictory->.
"Nielsen Global Health and Wellness Report." NIelsen. Nielsen, Jan. 2015. Web. 20 Jan. 2016. <http://www.nielsen.
com/content/dam/nielsenglobal/eu/nielseninsights/pdfs/Nielsen%20Global%20Health%20and%20Wellness%20Report%20-%
20January%202015.pdf>.
"Younger Consumers Endorse Healthier Foods with a Willingness to Pay." Nielsen, 04 Feb. 2015. Web. 22 Jan. 2016. <http://www.
nielsen.com/us/en/insights/news/2015/younger-consumers-endorse-healthy-foods-with-a-willingness-to-pay.html>