CASE STUDY:
NY Thursdays
NY Thursdays, supported by American Dairy Association Northeast, is a farm-to-school initiative that brings fresh, locally sourced foods to students in New York State. On Thursdays, school cafeterias serve meals featuring New York-grown and produced ingredients, including milk, cheese, yogurt, fruits, vegetables, and more!
This engaging awareness program was designed to make NY Thursdays fun and exciting for both students and school staff! It featured a dynamic mix of promotional tools, including an interactive website, engaging videos, eye-catching posters, personalized letters, marketing emails, and fun prizes—all aimed at boosting enthusiasm for locally sourced, nutritious school meals.
By bringing attention to fresh, New York-grown ingredients, this program encouraged schools to celebrate and embrace healthier lunch choices while supporting local farmers.
the
program
letters
A series of letters was sent to School Nutrition Directors and Administrators, providing a clear overview of the game, its rules, and how students could participate for a chance to win exciting prizes for their school. These communications helped generate enthusiasm and ensure a smooth, successful rollout of the program!
print posters
Eye-catching posters were designed to be displayed throughout participating schools and cafeterias, inviting students to scan a QR code and explore an interactive website featuring engaging videos on dairy and local farms.
The best part? The more views their school generated, the more chances they had to win exciting prizes and valuable school lunch resources! This fun and educational initiative helped students connect with where their food comes from while supporting their school community.
website
Students who scanned the QR code were directed to a dedicated website where they could watch four fun and educational videos about dairy and dairy farming. Each view was counted, and schools with the highest engagement earned exciting prizes for their school!
This interactive experience encouraged students to learn about local agriculture while competing for beneficial rewards for their school districts.
the results
visits
users
prizes awarded
we've helped tell their stories
