We created quantitative surveys, customer intercepts, and online bulletin boards to uncover customer perceptions. We probed both the conscious and subconscious levels of students to uncover opportunities to tell a stronger story. Gaps our research discovered include: - Students were unaware of the numerous Food Services options available on-campus - Most students were unclear of the efforts Food Services was already making to deliver fresher, healthier food - Driven by perceived value, students will choose less convenient, off-campus food options

Placing our findings at the core of our brand positioning, our team chose to place “fresh” at the campaign’s foundation. Simultaneously, we collaborated on messaging tools and tactics to bring its newly developed personality to life. One key deliverable sparked from the research was to create a seal of authenticity, an identity signalling specific items as ‘farm-to-campus fresh’. Additionally, we used our new brand strategy and personality to determine what deliverables would have the greatest impact. For example, we became aware students wanted to learn about food quality and dietary restrictions at the point of purchase, so we created overhead videos and a system of dietary icons to communicate this information.

The campaign is to be used across several platforms, including menu board videos, campus posters, social media, environmental elements, and uniforms. Each platform is designed to limit gaps identified during research and bring to life our new personality. All menu board videos were shot in-house to showcase from-scratch cooking and, most importantly, the freshness of the produce.