Background Information
Client
West Suburban Community Pantry
Timespan
+- 3 months
Services
The Challenge
At Ross Creative Works, we believe the right messaging can remove barriers—and in this case, it could help people put food on the table. When West Suburban Community Pantry approached us about launching their Virtual Food Pantry—a free online grocery store for individuals and families facing food insecurity—we saw an opportunity to reduce stigma and help more people access the food they need in a way that feels empowering.
How do you “sell” something that’s free—especially to an audience that may already feel hesitant or overwhelmed? The Pantry needed clear messaging and a thoughtful rollout strategy that connected with those in need, while also activating donors, volunteers, partners, and the broader community.
The Insight
We focused on empathy and clarity—using simple, straightforward language and resources to explain the value of the Virtual Food Pantry. From there, we developed tools and strategies to make it easy for friends of the pantry to spread the word—creating ripple effects through local organizations, social networks, and community events.
The Tactics
- Developed a Partner Toolkit packed with flyers, FAQs, and social media posts to make it easy for community partners to spread the word.
- Built a communication cadence with a series of HTML emails that highlighted new resources—like Spanish-language materials—while driving traffic back to the toolkit.
- Equipped internal advocates with a standard PowerPoint deck to maintain consistent messaging across board meetings, donor updates, and community presentations.
- Launched organic social campaigns by recruiting ambassadors to share pre-written content in community Facebook groups and partnering with local mom groups to amplify reach.
- Designed low-cost promotional tools, including QR-code stickers and healthy snacks, to spread the word at events and through partner organizations—without requiring much storage or staff time.