At CNPP, we are passionate about reaching Americans with science-based messages that encourage healthy plates because we know that far too many Americans are not eating enough fruits, vegetables, whole grains, lean protein and low-fat dairy. MyPlate was designed to serve as a strong visual cue to remind Americans to make healthier food and beverage choices at every meal, and we love to see how other partners and organizations are getting the message out about healthy eating. Read below to learn how the Partnership for A Healthier America, a National Strategic Partner, is working with other companies and organizations to make fruits and vegetables a household brand.
Guest post by Elly Spinweber, Director of Communications, Partnership for a Healthier America
This spring, a collaboration of companies, celebrities, athletes and foundations launched FNV—a new brand focused on increasing consumption and sales of fruits and vegetables among teens and moms.
Celebrities like actors Kristen Bell and Jessica Alba, WWE Superstar John Cena, musician Nick Jonas, New York Giants Wide Receiver Victor Cruz, Golden State Warriors Point Guard Stephen Curry, Memphis Grizzlies Forward Jeff Green, San Francisco 49ers Quarterback Colin Kaepernick and Carolina Panthers Quarterback Cam Newton have already joined #TeamFNV.
The campaign launched this spring at the Partnership for a Healthier America’s Building a Healthier Future Summit with a snappy teaser:
Research shows that up to 20 percent of American children do not consume any fruit, while 30 percent do not consume any vegetables. FNV, with creative designed by award-winning advertising agency Victors & Spoils, is adopting the tactics of big consumer brands, using catchy and compelling messaging, disruptive marketing, and aggressive advertising to make eating fruits and vegetables exciting and enticing.
The campaign will activate across an array of mediums: digital, print and out-of-home advertising; sponsorship of local sports teams; retail; and community events. Organizations including Avocados from Mexico, Bolthouse Farms, Partnership for a Healthier America, Produce Marketing Association, Produce for Better Health Foundation, the Robert Wood Johnson Foundation, sweetgreen and WWE are supporting FNV.
What’s up next? Launch in two lead markets—Fresno, CA and Hampton Roads, VA—later this spring.
Stay up to date on all the latest by following @TeamFNV on Twitter and Instagram, liking it on Facebook and visiting www.fnv.com.
