Food for Good
CASE STUDY
How a local initiative amplified it’s brand vision to become
PepsiCo’s global commitmentto food security
Food for Good was launched in 2009 by a small group of enterprising PepsiCo employees who wanted to have a meaningful impact in their communities by providing children access to nutritious meals. Having become a beacon of success in the US, the PepsiCo Foundation challenged the brand to become the global solution that brought together all its food security efforts.
Industry:
Non-Profit / Social Enterprise
Strategy and Design Services:
Brand Strategy
Stakeholder Interviews
Copywriting
Brand Purpose / Positioning
Brand Deck
Expression Principles
THE CHALLENGE
To stretch beyond a US based social enterprise tackling childhood hunger into a branded global solution that addresses food security, Food for Good needed a reimagined brand vision that connected to a broader global audience yet still maintained local market relevance.
“Senior leadership made it very clear to us that determining Food for Good’s strategy was top of mind for the company. However, we were confused about where to start and where to go in the process.”
THE SOLUTION
Through intensive stakeholder, employee, government official and nonprofit interviews – and thorough category and consumer research – we unearthed a powerfully authentic brand story, identified the uniquely distinct role Food for Good plays in the category, and established that the brand was not only capable of expanding its reach, but able to ignite a larger cause for social good.
“Working with Kim and Anouk felt like having two more members of our team – they are nimble, flexible and very responsive – they gathered insights and input that helped determine that stretching globally would be the best course of action. Without their work and perspective we would not have been able to get to a decision as fast as we did.”
THE RESULT
A re-envisioned Food for Good that is PepsiCo Foundations global commitment to food security – acting as a family of brands that is committed to giving food to those in need now – with the ultimate goal of empowering sustainable solutions that provide long-term availability and access to nutritious food.
“Now we have a compelling Global Brand Vision – that tells one cohesive story about the larger impact PepsiCo is making on global food security – amazing work and on a quick deadline.”
“Food for Good saw exponential growth in 2020 and we had to decide to remain focused on childhood hunger in the US, or expand globally. We were getting media traction but did not have a strong brand vision or strategic communications framework. Senior leadership made it very clear to us that determining Food for Good’s strategy was top of mind for the company. However, we were confused about where to start and where to go in the process.
Now we have a compelling Global Brand Vision for Food for Good that brings together all our efforts across PepsiCo underneath one brand, to tell one cohesive story about the larger impact we are making on the global ecosystem of food security. This has never been done before and is a totally new way of thinking for the PepsiCo Foundation. As a nonprofit we have a scrappy budget and working with Kim and Anouk provided us amazing work and on a quick deadline.”
— Lucie DuFour, Brand & Communications Manager, Food for Good, PepsiCo
