What if cauliflower and broccoli received the same attention from marketers as candy bars and soda? There’s a new marketing campaign called FNV -- shorter and catchier for fruits and vegetables -- aiming to give fruits and vegetables their time in the spotlight….finally! It’s long overdue, if you ask me; they are the superstars, not junk food. Fruits and vegetables are the basis of a healthy, balanced diet.
Apples, strawberries, zucchini, tomatoes and kale are worthy of attention. Sadly, an enormous amount of money is spent to make people (and usually little people) want fast food, junk food and soda instead. Case in point, just the first 9 months of last year, McDonald’s spent $587.6 million alone on TV advertising in the U.S. only, while Coke spent $265.2 for the same time period on TV. That’s just part of the year and only U.S. TV ad spending!
The marketing effort for FNV, which is being spearheaded by the Partnership for a Healthier America, is using Hollywood celebrities and major league athletes just like major brands use to pawn junk food and fast food. They are taking a page out of their own playbook in terms of the entire campaign and approach, which was created by the ad agency Victors & Spoils. But on a much smaller scale, currently at about $5 million, with plans to continue to raise funds and expand the budget.
It’s the first of its kind to promote fruits and vegetables and is aimed at making fresh produce attractive instead of selling sugar-drenched cereals or snack and convenience foods. I think it’s simply genius, if you ask me. It’s one of those things that you hear about and say, why didn’t they think of it sooner?
Maybe our childhood (and adult) obesity problem in this country and abroad wouldn’t be so devastating with some creative minds coming up with catchy slogans making fruits and vegetables irresistible?
I applaud this effort and anything to help slow down the obesity epidemic in its tracks. I also am all for education about nutrition, something we’ve done a poor job of doing in this country. Maybe this awareness campaign will be the shot in the arm that’s needed to jump start nutrition education. I know I’ll be keeping a close out for it and have a personal interest in its success.
After all, my mission has been for 30 years and never veered off course: to help improve people’s eating habits and overall health.