Payoff: Have a Well Balanced Meal
Click on the boxes below to see the Payoff
Still Not Enough.
We also need to explain why it matters:
A well balanced meal contributes to a well balanced life!
This campaign should educate about the fact that good nutrition through balanced meals leads to overall good health – balanced bodies and minds!
Key Position/Platform
All messaging comes back to this:
Dairy & Plants work together to help students achieve life balance through nutritionally balanced school meals
Illustrating The concept
The theme is captured in a depiction of students’ unmet nutritional needs. We’re promoting “balance” by demonstrating that young people’s lives would be “off balance” without the benefits of both Dairy & Plants.
Off Balance Students become our instantly recognizable heros. Their need for nutritional balance – and life balance – is obvious, and Dairy & Plants is how they’ll achieve it.
Balanced theme may be used to promote any program (for example):
Breakfast in School:
Start every day the balanced way – add dairy & plants to your school breakfast
Yogurt All Ways:
Yogurt Berry Smoothies bring balanced nutrition and great taste
Just Say Cheese or Rethink Pizza:
Balanced nutrients from cheese and veggies makes a pizza that’s hard to top!
Every promotion of dairy foods can be depicted as another way to bring life balance through nutritional balance
Although “plant messaging” is featured, the idea is completely "owned by Dairy":
Logo, theme and “Off Balance Students” will primarily show that Dairy and Plants are mutually beneficial
At the same time, it will be highly effective in promotional materials with more traditional dairy-only messaging
Dairy will control the “balance” theme and may use it with or without emphasizing the plant aspect
