Page 14 - Rebranding A Brand

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VISION and DREAM
The vision is to create such a consum- er awareness of the brand that restau- rants and other food service compa- nies will have to become members to show their customers that they care. This campaign will change the way we eat out in the future from our habitual desire of excessive food consumption to our willingness in sharing and the opportunity of knowing our partici- pation will make a difference toward winning the fight against hunger.
SUSTAINABLE and
COMPETITIVE
ADVANTAGE
Other non-profits collect food and money; but there is no organized and strategic method for regular pickup and delivery to the local food banks. Also, there is no opportunity to in- volve the consumer with an impulse decision to donate 1/2 of their
or dered meal.
CAMPAIGN GOALS
The goal of this campaign is to cre-
ate a branding awareness that the consumer will recognize, support and participate with those restaurants who take an active part in donating surplus food, rather than throwing it away. The campaign will include social media to create consumer awareness of which companies are ‘members’ of FDC.
The campaign will offer an incentive to diners (or shoppers) to participate with little effort, thus creating a family of FDC members who follow activity thru Facebook and blogging.
KEY TENETS
Reality of hunger Sharing Community Dining experience Partnership
A branding awareness that the consumer will recognize, support and participate in.
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