Hampton Roads in Virginia and Fresno in California took centre stage for the launch of FNV, a new brand that promotes fruit and vegetable consumption using 'disruptive marketing' and an 'aggressive advertising programme' to reintroduce teens and their families to fruits and vegetables.
While Hampton Roads and Fresno serve as the first two markets for the campaign, FNV is expected to have national impact immediately via digital and social networks.
“This campaign comes at a time when on any given day, up to 30 per cent of American children do not consume any vegetables, and up to 20 per cent do not consumer any fruits,” says Larry Soler, CEO of PHA. “We know that US$2bn is spent annually on advertising food and beverages to youth, and only 1/20th of that is spent on healthier foods. It’s time to change the conversation.”
FNV was announced earlier this year at the Partnership for a Healthier America’s (PHA) 2015 Building a Healthier Future Summit in Washington DC.
Cathy Burns, president of PMA said: “We are thrilled that the campaign has kicked off in our lead markets and with the star power that is still signing up to support it, we can’t wait to see how consumers respond and engage with FNV in the coming months both in our lead markets and on social media. It’s wonderful that stars such as Jessica Alba, Steph Curry, Cam Newton and Kristen Bell to name a few, have given their time and energy to raise the profile of our industry’s great products in front of teens and moms to inspire them to make fresh fruits and vegetables part of their lifestyles.”
