While this great organization was already enjoying nearly 100% brand recognition, their offering was perceived as merely a meal-delivery system when, in fact, it delivers so much more. It was time to unlock the full breadth of Meals on Wheels and spark a movement focused on keeping seniors in their homes, where they want to be, living healthier lives. With over 5000 independently run programs and 2 million volunteers, the association needed to galvanize the branding efforts to leverage the incredible strength of their brand while shifting perceptions.