Art Direction & Campaign Execution
In 2022, Colorado voters approved Healthy School Meals for All, a bold initiative ensuring that every public school student has access to free, nutritious meals—regardless of their family’s income.
But policy alone doesn’t change perceptions. The real challenge? Reframing how parents see school meals. Because let’s be honest—many still picture the mystery meat of the past.
This project was all about shifting that narrative. Through thoughtful design, strategic messaging, and engaging visuals, we set out to make school meals feel inviting, nutritious, and, most importantly, worth choosing.
With a bilingual, culturally resonant approach, we launched a statewide paid media campaign that brought the story of school meals to life through dynamic digital, broadcast TV, and streaming ads in both English and Spanish.
The impact? GoodFoodFuelsGreatMinds.org attracted 206,000 unique visitors and logged 270,000 web sessions, with one in four users engaging with the Spanish-language site.
Beyond the screen, the movement took shape in communities across the state. Local grantees hosted 250+ events, reaching over 100,000 families and reinforcing the message that today’s school meals aren’t just better—they’re fueling brighter futures.