School Lunches Get a Makeover with Kellogg's NuCrew
 School lunches are getting a makeover thanks to Kellogg’s NuCrew initiative. NuCrew was designed to provide school foodservice directors with the resources to ease the transition to nutrient standard menu planning. Traditionally, school menus have been planned based on food groups. Nutrient standard menu planning helps foodservice directors meet school nutrition standards set by the USDA and offers increased flexibility because it is based on the nutrient content of each item served – providing students with balanced meals and a greater variety of food choices.
Through a partnership with Summit Marketing, c21 has implemented a media relations campaign to support the NuCrew program, which offers $2,000 grants to qualifying foodservice directors to help offset the cost of transition. The funds can be used for software and hardware upgrades, training, data entry, menu development assistance and more. To make foodservice directors aware of the program, c21 conducted media relations to key trade media, including School Nutrition, the premier magazine for school foodservice directors, garnering more than half a million impressions.
In addition to the initial announcement, c21 continually provides information on the grant winners and their schools to trade media. Three releases have been sent to date, announcing more than 13 grant winners. c21 also targets media relations to grant recipients’ local media so that the community, parents and students are aware of the move toward nutrient standard menu planning. Emphasizing the local element has been a key to c21’s media relations success.
As a result of c21’s efforts, Kellogg’s NuCrew initiative and its grant program have been mentioned in media outlets across the country, including WCVB-TV in Boston, the Flint Journal in Michigan and the Glendale Star in California, reaching more than 1.6 million people.
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