Meals on Wheels: Bill's Not Slowing Down

Meals on Wheels has a perception issue of being boring old food, delivered to boring old people by boring slightly less old boring people. We needed to show the next generation of Meals on Wheels customers we understand who they are and what they want; that they are not useless, irrelevant or invisible when they hit a certain age. The target audience needed to be see themselves in the ads; authentic reflections of baby boomers - active, social and engaged; people who hadn't lost their identity or been turned into a cliche or a stereotype.