Campaign Branding & Promotion
BRIEF
Design an internal nutrition marketing campaign name, identity and promotion materials.
CLIENT
Bass Pro Shop, Health & Wellness Department
ABOUT
The department desired an internal nutrition marketing campaign to promote tasty, nutritious alternatives for associates. From lunch entrées and office snacks to weight-loss meals and vending machines, the goal was to develop a distinct brand with a high-degree of adaptability.
Disappointed with other company's mediocre and lackluster existing nutrition strategies, the Health & Wellness manager gave me full creative license as to the name and style of the campaign. The result — ChewsWisely, a clever yet classy brand.
Sketches, Mood Board & Concepts
Logo
Application
Promotional Posters & Menus
The ChewsWisely Entrée Promotion aims to offer Bass Pro associates nutritious lunch entrées at an affordable price point. This discounted offering would be offset by an internal café tax on non-healthful options (soda, fried food, etc.). The promotion started at corporate headquarters and was later rolled out nationwide to all associates with access to Bass Pro restaurants.
With more than 2,000 daily transactions, the café at corporate headquarters sells everything from breakfast burritos and lunch buffets to catered meetings and take-home picnics. To give the ChewsWisely brand long-term exposure, vinyl decals for menu chalkboards were created to highlight the daily specials' nutritionals.
