Powered by School Food Professionals
This first-of-its-kind awareness campaign reached more than 24 million Californians and successfully highlighted the skill and creativity of school food professionals across California.
Dive deeper into our research, strategy, and results in the campaign’s white paper.
Powered by School Food Professionals
This first-of-its-kind awareness campaign reached more than 24 million Californians and successfully highlighted the skill and creativity of school food professionals across California.
Dive deeper into our research, strategy, and results in the campaign’s white paper.
About the Campaign
A persistent misperception that the work of school food professionals is unskilled has held back the school food workforce and the overall impact of school food itself. The Powered by School Food Professionals campaign, managed by the Chef Ann Foundation and supported by the State of California, was designed to shift public perceptions of school food professionals in California, particularly among parents.
This first-of-its-kind campaign successfully highlighted the skill and creativity of school food professionals across California, while piloting a research-backed messaging model that others can adapt to make a wider case for change.
About the Campaign
A persistent misperception that the work of school food professionals is unskilled has held back the school food workforce and the overall impact of school food itself. The Powered by School Food Professionals campaign, managed by the Chef Ann Foundation and supported by the State of California, was designed to shift public perceptions of school food professionals in California, particularly among parents.
This first-of-its-kind campaign successfully highlighted the skill and creativity of school food professionals across California, while piloting a research-backed messaging model that others can adapt to make a wider case for change.
Second, we partnered with content creators including school food professionals, parents, teachers, and students who filmed and shared their own authentic stories on social media platforms like Instagram and TikTok. These creators connected with their existing audiences by highlighting how school food professionals are dedicated change-makers who cook and serve food that helps kids thrive in school.
Finally, we launched the Powered by School Food Professionals Awards, a recipe competition that invited school food professionals to submit their students’ favorite dishes across six categories, highlighting culinary skill. The awards culminated in an exclusive media event featuring celebrity chef Suzanne Tracht, who recreated winning recipes, generating press coverage while celebrating school food professionals’ innovation and expertise.
Second, we partnered with content creators including school food professionals, parents, teachers, and students who filmed and shared their own authentic stories on social media platforms like Instagram and TikTok. These creators connected with their existing audiences by highlighting how school food professionals are dedicated change-makers who cook and serve food that helps kids thrive in school.
Finally, we launched the Powered by School Food Professionals Awards, a recipe competition that invited school food professionals to submit their students’ favorite dishes across six categories, highlighting culinary skill. The awards culminated in an exclusive media event featuring celebrity chef Suzanne Tracht, who recreated winning recipes, generating press coverage while celebrating school food professionals’ innovation and expertise.
A Roadmap for Change
We’ve compiled our complete findings, strategies, and insights into a comprehensive white paper designed to help others launch similar campaigns in their own communities. Whether you’re leading a school district, managing a school food program, or advocating at the state level, this white paper provides a practical roadmap for elevating school food professionals in your area. Inside, you’ll find detailed information about our research methodology, the messaging principles that resonated most with parents, our multi-channel creative approach, and the measurable results we achieved.
Download the white paper to learn how you can help change the conversation about school food careers and create lasting support for the professionals who nourish students every day.
A Roadmap for Change
We’ve compiled our complete findings, strategies, and insights into a comprehensive white paper designed to help others launch similar campaigns in their own communities. Whether you’re leading a school district, managing a school food program, or advocating at the state level, this white paper provides a practical roadmap for elevating school food professionals in your area. Inside, you’ll find detailed information about our research methodology, the messaging principles that resonated most with parents, our multi-channel creative approach, and the measurable results we achieved.
Download the white paper to learn how you can help change the conversation about school food careers and create lasting support for the professionals who nourish students every day.
