Lift-Off! Nutrition Education Mascot Marketing

Challenge
Sodexo School Services, a foodservice provider focusing on the K-12
market, needed to find a way to increase the exposure and popularity of Lift-Off!, their nutrition-education champion. The primary goal of Lift-Off! is to capture the attention of elementary-aged students and encourage participation in the company’s various nutrition education programs.

Approach
Ideaworks employed a comprehensive strategy to increase the exposure of Lift-Off! in the elementary environment, while ensuring that all of the mascot’s related activities where on goal and ultimately built brand value for the character. Our creative team took Lift-Off! beyond his one dimensional positioning, and elevated his system-wide exposure to include items ranging from an educational poster series to signature premiums to an interactive website.

Results
Because of Ideaworks’ efforts, Lift-Off! has become the “spokes-star” for Sodexo’s elementary nutrition education programming, and leads the way in helping young teach children to eat right and stay active.