Awesome

The foods we eat puts our bodies and our planet in danger. The Global Alliance for Improved Nutrition’s newly formed Food Culture Alliance aims to tackle this by shifting consumer demand towards more nutritious and sustainable diets. How? By leveraging the hidden power of culture – or as they call it, food culture!

With food culture such a new concept – and the Alliance such a new institution – we crafted a sleek brand identity, narrative and comms strategy to help put food culture on the map. Our focus is now on executing our strategy, spearheading communications, and providing support to internal stakeholders in their engagement efforts.

The challenge

Ever heard of food culture? No, we’re not talking about yoghurt… Food culture is about  how we can leverage cultural institutions, stories, and practices to encourage people to opt for healthy, sustainable food choices.

But with this being a relatively new and obscure term, our challenge was to make food culture a well-known concept and solution –  together with the Food Culture Alliance as a trusted name in the world of food systems transformation.

Instead of trying to win everyone over in one go, prioritise using the diffusion of innovation theory. Concentrate on recruiting early adopter advocates who can champion new ideas from the get-go.

These advocates act as influential ambassadors, igniting curiosity and enthusiasm, and speeding up the acceptance of new ideas.

Most organisations fail when they focus on what they want to say rather than what audiences need to hear. When needing to convince audiences, focus your proposition on the benefits you bring, rather than the potential headaches you create!