Free Summer Lunch

Challenge:

The New York State Education Department (NYSED) faced the critical task of increasing awareness and utilization of the Free Summer Lunch Program across New York State reaching diverse families, from urban centers like New York City to rural communities upstate. Despite the program’s availability, many eligible families were unaware of this vital resource that provides free meals to children during summer months when school nutrition programs are unavailable.

Strategy: 

Miller developed a comprehensive, multi-audience awareness campaign across multiple channels to ensure broad reach and repeated exposure focusing on: 

• Audience targeting: The campaign was developed to reach English and Spanish speaking families, as well as education and health professionals.

• Geographic focus: Statewide coverage with specific targeting of low-income zip codes and areas with high concentrations of eligible families.
• Comprehensive channel mix: Integrated social media, search, video advertising and streaming audio. Additionally, out-of-home advertising included bus sides, urban panels,  Walmart digital kiosks, screens at 7-Elevens, doctor’s offices and convenience/retail stores, and geo-targeted digital placements in high-traffic areas where families would encounter the messaging during daily activities. 

Results:

The campaign successfully raised awareness of the Free Summer Lunch Program throughout New York State. 

All of the Summer Food Service Program meals were claimed in 2025. The number of free summer meals increased by over 625k versus the previous summer. Website traffic increased over 560% from 2024 and over 1000% from 2023.