Presentation from Rebel Ventures
- Served in schools at breakfast – 30,000 served on one Monday
- Create posters for cafeterias and hallways. Possibly in classrooms too.
- Encouraging people to try/like unfamiliar food is a challenge
- “Rebel Champs” in schools is one way they have considered doing this
- Logo needs to match packaging
- Mark should go on shirts, hats, and more
- Middle vs high school cafeterias: may need differentiated advertising
- Recipes are sent to factory partner to create prototypes for testing, then mass produce
- Michael’s Bakery and their own kitchen are where these are made
- Front of package is staying the same – must fit it to that
- Youthful: youth power is the core value, maintain that vibe that’s coming through
- Rebellious
- Original and authentic, not prepackaged, organic
- Philly related – What is Philly? Rough around the edges, lots of spirit
- Package may eventually be redesigned to match – but not soon, and the youth will decide, not him
- Will it go on letterhead? Maybe, but definitely going on kids’ clothing
- Rebel Ventures will be the words on the logo, not Rebel Crumbles
- Posters should be geared toward advertising the product, not the whole company
- Layer levels of engagement – kids should like it, but also learn from it, also be inspired to do something. BUT make sure it isn’t corny.
- Breakfast and lunch are free to all students. They have a choice between school food and rebel crumbles
- Most students aren’t aware that these are made in Philly and don’t see them as especially cool
- Middle and high school students don’t like to be advertised to – don’t like to be manipulated – show that this is a rebellious act designed to help students, not help some company
- Filled with apples and whole grains
- Long lasting energy
Our Discussion Afterwards
- Play up the “made in Philly” aspect?
- Teach about where the food is coming from?
- “Made by a student like you”
- But then, all the posters are trying to teach you something. Needs to also stay pleasing to the eye as students live with it.
- Bike culture is big here – can we make that link to health?
- Survey/research into trends?
- But then, “trendy” isn’t long term and we could be wrong or accidentally uncool or disrespectful
- Focus on the aesthetic and the values of the company
- No typefaces
Practicum2019 