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FNV Campaign

Entered in Public Health

Objective

We're on a mission to get the world to eat more fruits and veggies. Fresh, frozen, canned and dried — The Partnership for a Healthier America has united every type of fruit and veggie under one awesome brand: FNV. With a dash of playful creativity and boatloads of passion, FNV is harnessing the power of marketing to promote fruits and veggies in the same way big brands market their products.

Dietary behaviors of youth are influenced by family, educators, community, as well as the food, media and entertainment industries, few of which are promoting healthier products. A healthy diet should include fruits and vegetables, however most youths do not meet the USDA recommendations for daily consumption. Youth are bombarded with messages encouraging them to eat unhealthy foods and of $1.6 billion spent annually on advertising food and beverages to youth, less than 1% is spent on fruits and vegetables. Celebrities have strong influence on youth behavior. Research shows that kids are more likely to pick foods endorsed by celebrities even when it's fruit, yet 79% of food products in athlete endorsements are nutrient poor.

The objectives of the FNV Campaign are to increase demand and consumption of fruits and vegetables through building emotional resonance and connection among millennials. FNV is a social marketing campaign for behavior change. Social marketing involves applying commercial marketing principles to the planning, execution and evaluation of programs to influence behaviors of target populations in order to improve their personal welfare.

Strategy

We aim to increase consumption of fruits and veggies by giving them the 'cool' factor we know they deserve. By using A-list celebrities, tapping into trending moments on social media, and creating a cheeky brand voice that resonates with millennials, we are changing the way the world typically sees fruits and vegetables.

FNV is an integrated marketing campaign that uses the same proven marketing techniques as successful brands to drive demand for fruits and vegetables among individuals ages 18-34. FNV uses commercial branding strategies such as out of home, digital and social advertising; print and broadcast media; community events; and in-store marketing to change attitudes, shift perceptions and increase consumption of fruits and vegetables.

FNV was introduced in 2015 in two pilot markets and expanded to 19 markets nationwide in 2016. Currently, the campaign is primarily running through partnerships with SNAP-Ed (Supplemental Assistance Nutrition Program) implementing partnerships across Wisconsin, California, Georgia, and North Carolina. To highlight one example of campaign implementation, PHA has worked with the University of Wisconsin Extension and a coalition of local partners to launch FNV to low-income residents of Wisconsin. Starting with a pilot campaign in three communities - Eau Claire, Green Bay and La Crosse - we are now taking the program statewide to Milwaukee, Madison, and other markets. To maximize impact and stretch the SNAP-Ed budget, we developed a creative and paid media strategy that amplifies the great work the UW-Extension and local coalition is already leading statewide. We have developed a deep understanding of the SNAP-Ed audience, particularly young mothers, how to reach them and what messages to deliver that don't just drive awareness - but lead to action. We work together to select, tailor or design new FNV creative that resonates with the broad range of SNAP-Ed audiences from rural and suburban communities to dense urban neighborhoods.

Through our in-house paid media team, we are able to laser-target the campaign specifically to SNAP-Ed target audiences to ensure we are in-line with all SNAP guidelines and requirements. Our in-house design team creates materials that are in complete adherence to SNAP-Ed guidelines - from accessibility of language and product used in imagery to text readability. The 2018 Wisconsin SNAP-Ed FNV campaign incorporates digital, social, out-of-home, grocery retail and farmers market advertising campaigns in eight markets statewide.

Since 2016, PHA has worked with the California Department of Public Health (CDPH) to support the statewide FNV SNAP-Ed campaign that reaches low-income millennials. CDPH was looking for fresh ways to engage and inspire SNAP recipients and allocated a portion of an existing statewide media buy to introduce FNV creative via digital, traditional and out-of-home advertising. PHA supported the partnership through developing a creative strategy for each major market that leveraged relevant messages, produce and FNV celebrities where they would resonate most. We created a suite of Spanish-language advertisements for a bilingual campaign that ensured all residents, regardless of language, would feel included.

Results

Outcome evaluation was conducted to measure whether exposure to campaign messaging creates positive changes in knowledge, attitudes, beliefs and consumption of fruits and vegetables among millennials. A baseline quantitative survey was conducted in October, 2016 among 1,566 millennials in 14 campaign markets and a follow up survey was conducted in June, 2017 among 1,004 participants in the same areas.

Results reveal that 52% of millennials report eating fruits and veggies two or more times a day, a statistically significant increase from baseline. Those who recognize FNV report even higher consumption and prioritization. Two in three aware of FNV (65%) report eating fruits and veggies twice or more a day whereas fewer than half of those who didn't recognize FNV ate fruits and veggies as often (47%). Eight in ten millennials aware of FNV (79%) prioritize eating fruits and veggies, compared to just six in ten of those unaware (61%).

FNV significantly changes how millennials prioritize and consume fruits and vegetables. Those who recognize the campaign report higher consumption and prioritization of fruits and vegetables, indicating that the campaign is working. We are excited to continue to develop and grow this campaign with new celebrity partners in new markets.

Media

Video for FNV Campaign

Produced by

Partnership for a Healthier America

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Twitch, Musical.ly, and the rest of the social web.

The regular entry deadline for the shorty social good awards is august 29th, 2018