How Brandon Jenkins (@a_doseofb) is keeping the Meals On Wheels Atlanta (@mealsonwheelsatlanta) mission at the forefront of the Atlanta community.
Brandon Jenkins looking his best in bright colors at The Thompson Hotel Buckhead’s rooftop lounge Tesserae PHOTO BY: PATRICK HEAGNEY
Creativity often flourishes in the places we least expect it; when resources are limited or when the deadline is looming overhead. Brandon Jenkins, Creative Director at Meals On Wheels Atlanta (MOWA), believes those constraints–like tight budgets and rising costs–can actually fuel innovation. Jenkins, the first-ever Creative Director at the organization, leads a team of designers that make up an internal creative agency focused on executing MOWA’s mission in the midst of a shifting economy and increasing need. “I really believe that limitations help drive innovation and ultimately lead to exciting happenings,” says Jenkins. Jenkins took the helm as Creative Director in 2020 at a pivotal time for the local community and MOWA’s operations. The pandemic caused the number of home-bound seniors to increase dramatically, and MOWA’s waitlist of seniors in need drastically increased. In his first few years, Jenkins has focused on establishing MOWA’s brand presence, cultivating engagement in the younger generation and leveraging Atlanta’s influencer network to raise awareness about food insecurity for seniors.
No day looks the same for Jenkins–his favorite thing about his role–and his new initiatives that harness partnerships with celebrities and well-known corporations have been a welcome addition to MOWA’s marketing strategy. From delivering meals with celebrities like Tiffany Haddish, Shaquille O’Neal, or an Atlanta Hawks player, to the Pass it Down campaign that features local chefs and celebrities like André 3000 and Big Boi sharing their family recipes, Jenkins is constantly tapping into ways to elevate MOWA’s mission differently than before.
Jenkins wearing a MNML sweater. PHOTO BY: PATRICK HEAGNEY
On the top of Jenkins’ docket is leveraging MOWA’s new event space, 1705WEST, for the third annual TASTE fundraiser. TASTE was one of the first inventive ideas that Jenkins helped to launch when he entered his new role. “We are currently gearing up for our highly-anticipated 3rd Annual TASTE fundraising event, which was created to raise awareness of MOWA’s mission, highlight Atlanta’s rich culinary scene, and recognize tastemakers who are moving our culture forward,” says Jenkins, “Platforms like TASTE are crucial as we work to engage younger supporters that have the ability to grow alongside the organization into its future.”
Thanks to Jenkins, the future of MOWA will be purpose-focused and cutting-edge. By combining what’s worked over the past few years – successful fundraising events and influencer involvement – with a focus on developing and executing a roadmap to new and sustaining donors, Jenkins intends to keep MOWA at the forefront of innovation and creativity.
His initial draw to the mission of the organization – a feeling of gratitude and personal responsibility to the now-seniors who helped shape who he is today – has only strengthened over the years, and it propels his motivation to ensure Atlanta takes care of those who cultivated our communities when we needed it most.
To find out more about Meals On Wheels Atlanta, visit mowatl.org
Photography by: Patrick Heagney
