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FUEL

Just in time for the current school year, ARAMARK launched FUEL, our second-generation communication campaign aimed at increasing nutritional awareness for “tweens” (grades 6-8) and teens (grades 9-12). FUEL is intended to help shift the student perception of school lunch by making it "cool" and relevant to them.

Tapping into the unbridled enthusiasm and motivation of youth, FUEL promotes nutritional awareness throughout the entire school building with posters, PA announcements, decals, countertop signage, and special premiums. The campaign is supported on an interactive web site, www.fuel4me.com, featuring nutrition-focused games, fun food facts, and links to nutrition resources.

The campaign uses four key themes to make the message resonate with students:

  • The "Big Energy" theme focuses on helping students recognize food as a source of fuel for achievement. Positioning the benefits of selecting nutritional items around activities the students are interested in--sports, studying, hanging out with friends--makes the idea of eating lunch at school far more relevant.
  • "Chat Room" highlights the best parts of the lunch period for most students: friends and socializing. ARAMARK’s proprietary research shows that 93 percent of high school students want to spend time with friends during lunch. By combining our retail-focused dining environments with the FUEL messaging, we strengthen the appeal of eating lunch in school.
  • The "Save Paper" theme demonstrates the value of eating lunch at school. Messaging reminds students that the money they save by eating in the cafeteria can be spent on other things like, clothes, sporting goods, gas for their cars, and music downloads.
  • "No Go" addresses students that typically skip lunch. Our research shows that over 18 percent of high school students choose to skip this important meal. Through appropriate messaging, students are reminded that skipping meals is not good for their bodies or minds.

These four themes will rotate throughout the school year and are tied into activities and promotions that are relevant to students ' lives. We have partnered with innovative food manufacturers to feature their healthy food items and products and bring these promotions to students.

New materials, promotions and limited-time meal deals will arrive in schools throughout the year to remind students that fueling up with a satisfying lunch will give them the energy they need to tackle the rest of the day…whether it’s in the classroom, out on the practice field or just out hanging with friends.

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