Spoonfull.
School meal program Spoonfull, the extension of the charity Eat Up, has launched with the aim to provide lunches to all children in areas with high levels of disadvantage.
As part of an initiative to mark the agency’s 30th year in 2025, branding agency Principals invited purpose-led organisations to apply for a grant that would help them use brand as a force for good.
Eat Up was selected and received $30,000 worth of branding services, applicable across design, insights, strategy, employer brand or brand voice.
Principals strategy director and principal Moensie Rossier told AdNews that the agency wanted to use its strengths and specialisms in branding for good.
“We had seven companies shortlisted, and we met Lyndon and his team at Eat Up,” said Rossier.
“We were bowled over by what a brilliant initiative Eat Up was.
“They wanted to launch their initiative to serve kids who are hungry with a more substantial school lunch.
“What a brilliant force for positive change, and it was something that everybody at Principles could get excited about. It was a great opportunity to flex our new strength in consumer brands.”
Eat Up provides 1.3 million free lunches to 1,100 schools. At these schools, one in four students relies on Eat Up, but sometimes the disadvantage is too great.
Spoonfull is a trial program to offer a daily hot meal to every child at schools with high levels of disadvantage.
Through a series of workshops, Principals worked with Eat Up to develop a strategy, name and visual identity for the program.
Principals creative director Mike Callan said that the branding aimed to focus on the outcome of the initiative as opposed to the situation.
“From a rigorous process of looking at over 40 names, we zeroed in on the name Spoonfull,” said Callan.
“The spoon was a metaphor for starting with something small, but that small gesture can have a multiplying effect. Meal for meal, school for school.
“The double L in full talks not only to a full belly, but to a full meal. It can deliver a kid full of energy, confidence, focus and ready to learn, to reach their full potential.
“The U shape is crafted to a bowl that can be filled. It's also a little smile as well.
“The little lines coming out of the U reference a sunrise, igniting that spark or child's potential.”
The U shape also becomes the visual icon across all applications.
The warm, food-inspired colour palette extends Eat Up's optimism, while grounded neutrals add gravitas for government and funding audiences.
Eat Up CEO and founder Lyndon Galea said that as it’s a harrowing issue, the organisation has never wanted to lean in a way that brings any guilt or shame to kids.
“In this new initiative, it can remove any sense of stigma, because everybody's accessing these lunches. We get to have variety in the lunches we're preparing each day,” said Galea.
“But for the kids to sit down together every lunchtime and spend that 15 minutes sharing a meal, building those social bonds, it can make a huge difference.
“We're so proud to have these incredible brand assets and hopefully influence the direction that the school lunches in Australia take in the years to come.”
Spoonfull launches on August 19 with a pilot of three schools in regional Victoria.
To measure the impact Spoonfull has on Australia, Galea said they hope to see the attendance at these school’s increase.
“We want to deepen those connections between the school and family, where it becomes the hub of the community, and they know that there is a shared passion for kids being supported,” he said.
“If we can continue and scale this pilot to more schools in this category, that's going to be the biggest line of success for us.
“The fact that this initiative of Principals was offered to organisations with a social purpose and looking to bring about positive change, we were extremely grateful."
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