NuVal® Nutritional Scoring System

The NuVal® Nutritional Scoring System helps you cut through confusing nutrition information so you can make decisions about food quickly and easily – and feel good about your choices. NuVal is a tool you can easily use while shopping. NuVal scores help you find a simple, easy way to discover the most nutritious foods. Endorsed by the American College of Preventive Medicine, NuVal Scores are found in nearly 2,000 supermarkets, as well as schools, hospitals and other health facilities.

Positioning:
While the scores are highly regarded in the food, health and wellness communities, NuVal had low consumer-shopper awareness. The organization sought to refresh and re-launch its overall brand image and strategy to be more consumer-facing to improve the retail-shopper experience and leverage growing interest among consumers in food as a step to better health and wellness. Our initial task was to first pilot, then fully develop, a new brand campaign for use at retail with consumers.

Deliverables included:
• Brand messaging, tagline, graphics
• Brand strategy
• Retail Toolkit (customizable signage, displays, FSI ads, banners, shelf-talkers, blades and 12-months of content for print, e-communications, media and social media
• Integrated PR and marketing amplification plan
• Media relations

Target:
• Food retail and community partners
• Consumers
• Nutritionists, dietitians, health and wellness professionals
• Food and lifestyle editors, trade media