Let’s Go, Lunch!

Summer Food Program Kickoff with Columbus Recreation & Parks

Did you know that every summer when school lets out, 1 out of every 4 families in Ohio struggle to provide enough food for their kid’s lunches until school starts up again?

To begin to address this problem, we helped Columbus Recreation and Parks Department relaunch their Summer Food Program with a new name, identity, website and marketing materials. Go, Lunch! Is a summer food club where kids can grab a free meal with friends all summer long while school’s out.

Name & Identity

Before Go, Lunch!, the program was simply called, Summer Food Program. Not only was the name fairly generic, but it also didn’t sound very fun to the kids that the program serves. The new name, Go, Lunch!, is fun, memorable, conveys action and eating. The name also removes the stigma often associated with receiving free food by not directly associating it as an assistance program for underserved children. The new logo is playful, yet sophisticated to appeal to the wide age. The new system directs attention and helps kids to know they’re in the right place.

Website

Although information about the program can still be found on the main Columbus Recreation and Parks department website, Fulcrum created a standalone campaign site to focus specifically on the program and provide resources to help combat child hunger. Parents can find a lunch club location nearby and learn more about how the program works.

Marketing

To spread the word about Go, Lunch!, Fulcrum created graphics and a social media content calendar to aid Columbus Recreation and Parks as they populate the new standalone Facebook, Twitter and Instagram accounts. Additionally, stickers and flyers were created for distribution in three languages (English, Spanish, Somali) along with a punch card to encourage kids to keep coming back through an incentive program. Chalk stencils were also used to print arrows and stamp the Go, Lunch! logo outside of various lunch club locations.

Kickoff to Summer

June 13, 2017 the Columbus Recreation and Parks department collaborated with several partners to host a summer kickoff party at a local lunch club location in Driving Park. Columbus Mayor Andrew Ginther came out to formally announce the kickoff to summer, play with the kids and help serve them a complimentary lunch from the Strawberry Food Truck. Friends from Radio One played music and brought a prize wheel, an inflatable mini golf structure, and kids played together on the playground.