True Food Kitchen is the restaurant based on the anti-inflammatory diet made popular by Dr Andrew Weil. And while the chain had a loyal following of customers, they found that even the most loyal was only visiting a few times a year. We needed to increase store visits among current customers and if we got new customers, great. Division of Labor is one of the top ad agencies in San Francisco working with startups, top brands and companies that think like startups.

True Food Kitchen does indeed think like a startup in the way they are trying to disrupt the way people experience healthy food.

The idea for the campaign actually came from a piece of art on the wall of one of their restaurants. It was a sign made of growing plants that said, Eat More Green. But when the lead chef did a tasting for us, everything was so colorful and they explained the need to get different vitamins and minerals from brightly colored foods. Plus, beige foods are inflammatory foods. Chips, pasta, crackers etc. As one of the top ad agencies in San Francisco, we look for strategies that have a piece of truth that will connect with the audience. Eat More Color is that strategy.

The campaign launched and Covid hit. TFK had restaurants that were quite large and they did little carryout business. So the pandemic was difficult for the restaurant toi survive but they they did! And we hope to work together again someday.