Healthy School Meals for All

The Problem
Too many Colorado kids were missing out on nutritious meals simply because parents didn’t know they could get them. The state’s new initiative – Healthy School Meals for All – offered free meals to every public school student, K–12. The challenge: spread the word before the next school year started, on a tight timeline and even tighter budget.

The Insight
Parents still picture school lunches the way they remember them: mystery meat, sugary canned fruit, and chocolate milk. But today’s school meals are healthier, fresher, and better balanced. By tapping into that nostalgic contrast, we could show just how far things had come,, and change perceptions in the process.

The Solution
In just one day and on a budget smaller than a PTA donut fund, we produced a full campaign of TV spots, social videos, photography, and print materials that celebrated the evolution of school meals. The creative juxtaposed the “then vs. now” experience, reminding parents that today’s cafeteria trays are filled with real nutrition, not just memories.

The result: a warm, relatable campaign that got the word out fast and helped more Colorado families access free, healthy meals for their kids.