In 2010. 63% of adults in Waldo County were overweight or obese and 71% reported that they did not each 5 servings of fruits and vegetables each day. Strikingly, 32% of high school students were overweight or obese and had increased likelihood of developing a chronic disease. Scientists and doctors recommend that eating a diet with fresh fruits and vegetables rather than processed, calorie dense foods can help maintain a healthy weight, reduce risks for cancer, cardiovascular disease and diabetes. Waldo County is home to many farms, the challenge was to promote the produce to local residents.
Waldo County, Maine has an incredible agricultural community—with both MOFGA and Unity College as its cornerstones—but as with most of the country, much of the county’s food is supplied from external sources. As part of the Communities Transforming project, Perch was brought in to develop a brand and campaign that acted as both a call to action (“eat local”) and a means of unifying multiple county-wide local food initiatives (e.g. farm-to-institution programs and CSA incentives) under an identifiable aesthetic.
The Waldo Fresh campaign was built upon a home-grown, rural color palette that distinguishes it from other “buy local” movements. Combined with food-focused imagery, the campaign messaging encourages county residents to take pride in their home grown goods. Campaign materials included: