December 28, 2015
Slap a celebrity’s face onto a product label and it’s almost guaranteed to sell millions. At least that’s what the Partnership for a Healthier America (PHA) is hoping will happen with its newest FNV (short for fruits and vegetables) campaign.via Google
According to PHA chief strategy officer and general counsel Ryan Shadrick Wilson, less than one percent of food marketing dollars are allocated towards fruits and vegetables. This number is a huge disappointment considering the obesity epidemic the U.S. is currently facing.
According to the Center for Disease Control and Prevention, approximately 17 percent (or 12.7 million) of children and adolescents aged 2—19 years are obese.
So, to raise greater awareness the PHA is partnering with today’s hottest movie stars and athletes, including Jessica Alba and Steph Curry, to encourage tweens and teens to eat their fruits and vegetables.
The company is trying to replicate the success of its Eat Brighter campaign—which used Sesame Street characters to make fresh, healthy produce more appealing to children—by attaching famous faces to its campaigns.
The company is also taking a page out of Nike and Coca-Cola’s marketing book by trying out cheeky slogans and utilizing social media. For example, you can find witty in-store marketing materials displayed in the soda aisles that read “You know what else comes in six-packs? Bananas.”
While no sales data is available for the campaign, which launched in June in Fresno, California, and Hampton Roads, Virginia, there are signs that the strategy is working. PHA says that there’s been an increase of almost nine percent in the number of consumers who say they will definitely eat fruits and vegetables in the next week, and decrease of six percent in those who say they will definitely not eat fruits and vegetables in the next week.
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