• Partner: Global Alliance for Improved Nutrition (GAIN)
  • Cause: Development & Humanitarian Aid

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  • Advocacy & Influence
  • Brand & Content
  • Marketing, PR & Social Media
  • Research & Strategy

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.

A shared narrative
Food culture now has its own language and story to help people understand and get excited about it.
100s engaged practitioners
Our digital community has grown at lightning speed, garnering hundreds of followers. 
Built credibility
Our opinion piece in the development sector’s flagship publication, Devex, put food culture on the radar of thousands of industry insider readers.

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.

The solution

We kicked off by diving deep into the sector and issue, rallying key stakeholders, and hosting co-creation workshops to grasp how we could shape the positioning of food culture. Through extensive insight gathering, we honed our narrative (with rigorous message testing), developed a brand and website, and crafted an 18-month strategy for advocacy and stakeholder engagement.

Under the new banner of the Food Culture Alliance, we officially launched in November 2023, strategically honing in on the intersection of food, health, and climate to spark widespread interest

Key insights
Grab the low-hanging fruit.

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.

You can’t please everyone.
When crafting your positioning, it's crucial to test your messaging across diverse audiences to make sure it resonates. But be careful, you can’t please everyone. Focus on implementing revisions based on the feedback of key stakeholders, rather than solely the most vocal ones.
What’s in it for me?

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!

  • “To increase demand for nutritious and sustainable foods, we’ve been building a global community of organisations and individuals who are championing food culture. Thanks to Shape History, our website conveys our message clearly, and spreads the word that we are open to partnership and collaboration.”

    – Food Culture Alliance

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