case study:

Bringing Awareness to a Healthy Foodservice Brand and its Trailblazing Leader.

Genuine Foods delivers fresh, high-quality, culturally-relevant foodservice programs to K-12 schools, higher education, seniors and communities nationwide at refreshingly competitive prices.

They had a purpose-driven mission and a partnership with Michelle Obama’s Pass the Love campaign with stakeholders such as Partnership for a Healthier America (PHA), and Netflix, but the brand had little marketing structure in place and was ready for an expansion. 

Leveraging the company executive’s role as a whistleblower and industry disrupter, we constructed an online presence that positioned Genuine Foods as a leader in the space while collaborating directly with PHA on the Pass the Love campaign to help feed families in need.

Strategy

We developed the long-term strategy for the national launch of the Pass the Love campaign while highlighting Genuine Foods.

Partnership Mgmt

We spearheaded campaign efforts with partners while coordinating with the brand’s publicity team to drive awareness online.

Content Creation

We developed and curated custom content based on performance metrics to consistently grow relevant social channels.

taking action:

Our efforts began with the CEO. An already a well-known figure in the space, we sought to reactivate his social media presence and build a following that we could then cross-promote to the company channels. 

Genuine Foods’ role in the Partnership for a Healthier America and their honorary chair Michelle Obama’s Pass the Love campaign offered a key opportunity to bring awareness to the company and their mission to “improve the lives and livelihoods of people and communities so that even their most vulnerable members can flourish.” 

In close coordination with PHA and the additional Pass the Love partners—Netflix, Walmart, and Blue Apron—we designed a strategy to leverage the campaign’s media placements and launch into multiple cities , bringing awareness to Genuine Foods’ role as the lead distribution partner and supplier of the campaign’s meal kits. 

To date, Genuine Foods and the partners in the Pass the Love campaign have delivered over 900,000 meals to families in need.

Making an impact

for Genuine Foods

Our growth strategies increased followers by an average of 3.5% month-over-month on the CEO’s social media channels. By combining effective, engaging organic content with a targeted paid program we were able to boost the Genuine Foods brand name and contribute to their successful business development.