Taking a cue from the American Idol craze, the School Nutrition Association (SNA), a nonprofit membership association composed of school food-service directors and employees, was looking to incorporate a voting event into its annual National School Lunch Week.
Arriving at the idea of a "Vote for School Lunch" contest, in which students could choose their favorite healthy school lunch option, it hired The Kotchen Group (TKG) to help promote the contest.
Strategy
With an abundance of nutritional eating stories circulating in the media, ...