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Meals on Wheels

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Creating unity + serving up smiles.

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Project Overview

Meals on Wheels engaged Mercury to lead it through a major brand repositioning. The end goal was to create a multi-dimensional communications and identity program that drives a greater impact and fosters a deeper connection to the brand – making all outreach activity more effective. 

Bringing Cohesiveness + Consistency to 36 Sub-brands

For more than 40 years, Meals on Wheels programs have existed in the Twin Cities. They provide the support needed to meet the growing demand for nutritious home-delivered meals. They assist more than 6,800 seniors and people with disabilities by providing regular nourishment, social connection and information on other home-based services. Their compassion and commitment provides peace of mind to clients, caregivers and families.

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Achieving consensus on a new brand identity from all 36 sub-brands of Meals on Wheels presented its own unique set of challenges. We began with an intensive discovery phase to identify and understand the current perceptions of the brand in the market amongst several audiences. With insights from that groundwork, we next researched and defined ten target audiences for whom we would develop unique messages and strategic communication approaches.


We created a visual identity system including logo, tagline and style guides, along with a set of communication tools that reinvigorated the umbrella brand while also providing localized tools for 36 member sub-brands.

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Through collaborative guidance, Mercury facilitated the launch of the rebrand, the incorporation into existing promotional plans and the development of new communications programs across various platforms. The result was a very effective campaign that connected multiple audiences to the unique and tremendous benefits of engaging with Meals on Wheels.

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