On Oct. 13, Mayor Julián Castro and Metro Health unveiled ¡Por Vida!, a new program to help San Antonio’s families find healthy choices on local restaurant menus. esd helped Metro Health define, brand and communicate the new initiative. Mayor Castro discussed the program in a video blog on MySA.
esd and MetroHealth targeted two distinct audiences for this project: convince restaurants to enroll with the program, and inform restaurant consumers – particularly families – to help them seek out participating restaurants and order ¡Por Vida! certified meals.
Our strategy for this effort markets the program with similar values and techniques one would use for any food promotion. Restauranteurs have to be convinced their patrons will find the food desirable and delicious. Consumers have to be convinced to try new foods or choose the healthy options. As most chefs know, it’s one part excellent cooking, and one part exquisite presentation. Equipped with solid data from Metro Health, esd explained the program with compelling content and packaged it with the same kind of graphic standards we would apply to a fine restaurant menu.
clear and bright identity
Our presentation of the program centered on a distinctive identity. The ¡Por Vida! brandmark will be used as an icon, “a graphic representation the target audience instantly associates with a particular meaning.” As the consumer peruses a menu, they need to identify ¡Por Vida! selections at a glance.
selling the restaurants, informing consumers
esd carried the menu sensibility into the other program materials, painting them with bright, clear colors, imparting freshness and enthusiasm for satisfying, delicious food. The project’s publications and media ring with an appetizing appearance that motivates participation and choice.
charter restaurants provide models for the city to follow
¡Por Vida! begins its program with major participants: Jim’s Restaurants, 95 area McDonald’s locations, Pico de Gallo, Carino’s Italian, Delicious Tamales, Fish City Grill, Rosemary Delivers and more. Open to all San Antonio area restaurants, the program offers free consultation with a licensed dietitian, providing a confidential review of recipes to identify dishes that meet¡Por Vida! criteria.
a delicious launch
¡Por Vida! launched with a press briefing and abundant tasting buffet. As more restaurants join, and more menu items are identified, the ¡Por Vida! identity will get a workout. That’s what esd designed it to do – carry the message and help San Antonio families identify healthy choices in their favorite restaurants.
Video courtesy of MySA.com