Meals That Connect
November 10th, 2016
Theme: The Time Machine
Meals That Connect (formerly Senior Nutrition Program) is a nonprofit that serves a free, nutritious lunch every weekday to seniors in dining rooms throughout the county, and delivers meals to homebound seniors. The organization wanted to better communicate the importance of what they do, as many don’t realize the hardships senior citizens face when it comes to obtaining meals and finding a social community.
For the third year in a row, the organization came to us wanting a name change, so we began by brainstorming. The name they selected, Meals That Connect, emphasizes both their practical mission and the social and emotional impact of the meals served.
From there, we launched into the craziness of the 24 hours, scattering (in an organized fashion, of course) into groups to brainstorm, design, write and plan. Throughout the day, we checked in with Meals That Connect to get approvals on their new logo, color palette, ad concepts and various other elements. Todd from Red Canary, our video production partner, filmed the Executive Director on site to put together an informational PSA. Photographer Elliott Johnson took beautiful photos of seniors and volunteers connecting in the seniors’ homes. After final approvals in the evening, the team from Meals That Connect went home to sleep as our team stayed up through the night, refining the website, advertisements and collateral.
As with the previous two years, excitement filled the air as we presented the pieces of the rebrand to our grateful and overwhelmed client. We let them know that their new TV, radio and print ads will run in 2017 due to donated media time, and handed them a comprehensive marketing plan explaining how to use their new tools and resources moving forward.
“It feels like the rebranding has given us a new life with some excitement that was missing with Senior Nutrition Program. There was a need for the rebranding, and what you did for our organization in the 24-Hour Give was more than I ever expected.” – Elias Nimeh, Executive Director of Meals That Connect