Queensland Meals on Wheels.
We delivered an effective yet heartwarming solution
Strategy, branding, creative, corporate communication, advertising/broadcast and content, print production, media planning, buying, and reporting.
Anecdotally, the response to the new look and feel has been extremely positive. The campaign received extensive media coverage on National Meals on Wheels Day. Every Queensland office signed their declaration, totally embracing the new look and feel.
“Our Member Services are relishing the fresh contemporary look created by the Nick Did This body of work, along with the emotional engagement each piece creates with its audience, rather than the transactional focus of our previous collateral. The declaration signing was also a big hit, with multiple services across the state taking the opportunity as a group to reaffirm why they do what they do each day for their community.” – Evan Hill, Chief Executive Officer
What needed to be done?
The Queensland Meals on Wheels (QMOW) Board wanted to redefine and contemporise their brand. Making this iconic and much-loved organisation more relevant in today’s world would grow awareness which would, in turn, attract new clients and volunteers.
How we did it
We conducted two workshops, one with leaders from several QMOW service locations, the other with the QMOW Board. These workshops served up some great insights and also confirmed issues we already suspected. The three main take-outs:
- The brand looked tired and inconsistent.
- Competition in the category is growing.
- There is a lack of storytelling, despite the fact volunteers are part of amazing stories every day.
NDT gave the brand a refresh using more contemporary colours and began to share the benefits of QMOW through storytelling. Internally we developed a Manifesto (declaration) of what the brand stands for to build pride with employees. Externally a direct retail campaign was working to drive responses and sign-ups.