Abstract
Objective
To develop a branding strategy for a campaign to improve the quality of foods children
bring from home to school, using a combined healthy eating and eco-friendly approach
and for a control campaign focusing solely on nutrition.
Methods
Formative research was conducted with third- and fourth-grade students in lower- and
middle-income schools in Greater Boston and their parents. Phase I included concept
development focus groups. Phase II included concept testing focus groups. A thematic
analysis approach was used to identify key themes.
Results
In phase I, the combined nutrition and eco-friendly messages resonated; child preference
emerged as a key factor affecting food from home. In phase II, key themes included
fun with food and an element of mystery. Themes were translated into a concept featuring
food face characters.
Conclusions and Implications
Iterative formative research provided information necessary to create a brand that
appealed to a specified target audience.
Key Words
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Article info
Publication history
Published online: September 08, 2017
Accepted:
July 20,
2017
Footnotes
Conflict of Interest Disclosure: The authors' conflict of interest disclosures can be found online with this article on www.jneb.org.
Identification
Copyright
©2017 Published by Elsevier, Inc. on behalf of the Society for Nutrition Education and Behavior.
