With only 22 percent brand awareness, the nation’s largest domestic hunger relief organization was just scratching at the surface of a cause that still leaves one in every ten Americans struggling with hunger.
In 2007, America’s Second Harvest, The Nation’s Food Bank Network, discovered that it had low recognition with the public – the key audience it needed to engage in the collection of food, money, and volunteer support. As the national hub of more than 200 local members, it also suffered from organizational challenges, which made it difficult to make a real difference in the fight against hunger.
We focused on engaging the public with a meaningful positioning of “feeding hope.” The message harnessed food’s power to not only help people survive but also to enrich people’s lives. A new name – Feeding America – quickly conveys the organization as a catalyst for change and the new visual identity brings the mission to the forefront through a symbolic wheat stalk growing skyward.
And to ensure that Feeding America’s mission would come to fruition, we used metrics to test the impact the visual and verbal developments would have on several different key audiences. With the potential for a 25-point increase in brand strength, our clients felt 100 percent comfortable with the new name and identity.
On November 12 of 2008, the new Feeding America brand launched with significant buzz, built from an enthusiastic internal audience. Already, the new brand has seen a 10 percent brand awareness rating from the public. And in case you’re keeping track, that’s almost half the awareness of the former America’s Second Harvest brand a year earlier – an established brand that was 30-years-old.
Interbrand is very proud to continue its branding work on behalf of Feeding America by creating the tools needed to transition more than 200 welcoming members to the new Feeding America brand.