East Side Foods wanted to provide school kids with a healthy breakfast. But they needed to create an offering that was cool enough to reverse kids’ stigma around government-subsidized meals.
They also needed to ignite excitement on par with other popular, kid-centric offerings. And finally, they needed participation by schools with a myriad of fiscal and operational challenges.
Products can be badges, totems of kids’ desire to fit in. We needed to brand this meal to satisfy kids who said, “No way am I going to eat a free lunch in front of my friends.”
We knew that if we could infuse East Side with the same elusive extrinsics as other youth brands, we could electrify the “cred” of a subsidized meal.
We developed, executed and maintained a fully comprehensive program ranging from positioning, package design, display design, distribution and promotions to accompany the product. Navigating the school’s daunting operational challenges, as well as the diverse student age demo (6–18), Geppetto fashioned a robust promotional program with partners as varied as SI for Kids, Apple and more.
The Breakfast Breaks promotion far exceeded goals, with thousands of redemptions per month and school participation tripling vs. YAG.