Strategy:
Many new concepts in fast food have popped up in the last few years, all with the same generic message of eating organic and healthy. However, Lyfe Kitchen has a little more involvement in their operation.
Being healthy involves more than fitness and eating right. There are three components to a whole-healthy lifestyle: physical, mental, and emotional.
The big idea:
Lyfe Kitchen can provide you a truly balanced diet for a whole-healthy lifestyle.
The original logo has the plate and fork icons, which elaborate on the fact that Lyfe Kitchen is just a place to eat.
The new logo is clean and simple. Because there are no icons, the logo does not limit the brand’s services.
Additionally, the color psychology used in the scheme evoke hunger with yellow but also health and welfare by using green.
Print ads
Food truck
The food truck is a stunt and a service. It will travel to colleges during stressful times, like finals week, and bring students free food. Not only will this promote the brand, but it will promote the message and benefits of the healthy food - like natural ingredients that reduce stress and anxiety.
This truck can also be reserved for catering social events.
Packaging
Each label comes with an unexpected unique twist: words of motivation.
To fulfill the third component to a whole-healthy lifestyle, consumers must have positive emotions. These words of inspiration can help someone’s day get better. Don’t need the motivation?
Tear it off and give it to someone who does.
Twitter
The Twitter hub ties the three components to a whole-healthy lifestyle together. Through brand promotional tweets and user retweets, all three components can be mentioned.
Followers can be inspired by motivational tweets, educated about ways to stay stress-free, and learn about the healthy food that Lyfe Kitchen offers, of course.
Facebook sponsored posts
Lyfe Kitchen will frequently post on Facebook sponsored posts to get the word out about their brand. The hashtag #SocialLyfe promotes one of the three components to a whole-healthy lifestyle.
A coupon is offered to those who are buying more than one entree to get customers to eat with friends.
In addition to having a healthy meal, they are getting a social experience.
Since this is a new brand, a coupon is an effective direct method to get people to try the product.
