strategic positioning and 2018 Annual Report

background

The Tiger Brands Foundation (TBF) is a non-profit organisation dedicated to providing South African learners in vulnerable communities with a warm, nutritious breakfast every school day.

Since its inception in 2011, TBF’s in-school breakfast programme, which complements the lunch provided by the National School Nutrition Programme (NSNP) has proven to be one of the most efficient nutrition programmes in South Africa. The programme plays a crucial role in addressing the nutritional needs of learners and promoting their overall well-being by serving them a nutritious in-school breakfast.

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creative solution

The Tiger Brands Foundation brand was onboarded in 2018, and in collaboration with Wham Media the team developed a new strategic position for the brand “Beyond the Meal”. The new concept captured the insight and research of how the programme’s breakfast programme impacted communities, parents, jobs, crime and the overall economy.

The first annual report brought this concept to life and introduced the stories of community members, food handlers, and principals, who shared their stories about how the foundation embodies the theory of change in their local community. The report not only spotlighted the new positioning but also created an opportunity to develop the brand’s visual language through the change in colours and treatment. The team did not stop there - multiple national and co-ordinator workshops were developed and delivered to the team to build buy-in from all stakeholders.

creative