The purpose of the creative services assignment is to develop a creative strategy and campaign toolkit that positions wholegrain maize, flour and beans as nutritious, practical and desirable foods for households and schools in Kitui, Makueni, Embu and Tharaka Nithi.
Using the FoodFiti brand, the campaign will address negative perceptions and encourage increased purchase and consumption. The service provider will review existing research, develop the campaign strategy and messaging for parents, learners, school administrators/PTAs/procurement committees and Village Based Advisors, create vernacular radio scripts for the four counties, and produce campaign materials including retail visuals, brochures, a campaign toolkit and two 30-second radio adverts.