USDA | Summer Nutrition Program
The Food and Nutrition Service asked us to brand new summer meal programs for kids.
Naming
We needed a super-brand and three component brands for in-person meals, meals to-go, and grocery benefits).
SNAK
Summer Nutrition Access for Kids
SNAK to Go
Stay n’ SNAK
SNAK Card
Summer Sauce
So All of Us Can Eat
Country SAUCE
Stay n’ SAUCE
SAUCE Card
NOMS
Nourishment Options for Months of Summer
NOMS to Go
NOM Spots
NOM Card
SNIP
(good companion to SNAP program)
Summer Nutrition Integration Points
SNIP Away
SNIP Site
SNIP Stack
Summer SNO
Student Nutrition Options
SNO Mobile
SNO Fort
SNO Bank
🍏
Full Till Fall
Full Till Fall: Mobile Meals
Full Till Fall: Filling Stations
Full Till Fall: Fuel Card
BellyFull
BellyFull To-Go
BellyFill
Belly Bank
Summer Hunger Busters
Busters To-Go
Buster Hubs
Buster Bank
We eventually landed on
SUN: Summer Nutrition Programs for Kids
Visual Directions
We offered several visual and copy concepts.
Here’s where we landed:
From there, we worked on the website, web video, social, and other materials.
Web Video
We suggested a few different ways video and radio could grab attention, from a talking tummy to clever kids and rap song (wrap song?).
Here’s the final video:
YouTube ads featuring :15 and :30 cuts of this campaign video generated over 10.9 million impressions and 5.3 million video views with an impressive view-through rate (VTR) of 49%.