WASHINGTON, Feb. 26, 2015 — The FNV team, a new collaboration backed by big name corporations and celebrities focused on building demand for fruits and vegetables among teens and moms, today introduced its plan to “take over America’s taste buds” through new and improved marketing at the Partnership for a Healthier America’s 2015 Summit.
“FNV was inspired by big consumer brands, whose tactics are relentless, compelling, catchy and drive an emotional connection with their products,” Lawrence Soler, CEO of Partnership for a Healthier America, said in a press release. “We want to do the same thing for fruits and veggies, which have never had an opportunity to act like a big brand. Until now.”
FNV — short for Fruit and Veggies — released a video in which actresses Jessica Alba and Kristen Bell; athletes including Cam Newton, Stephen Curry and Victor Cruz; and pop singer Nick Jonas championed the FNV initiative.
Michelle Obama, in her address to the summit, called the FNV initiative “exciting…., fresh… (and) clever.”
“If folks are going to pour money into marketing unhealthy foods, then let’s fight back with ads for healthy foods, right?” the first lady said. “Let’s do this."
FNV plans to launch its campaign nationally and in two lead markets later this spring – Fresno, California, and Hampton Roads, Virginia.
The collaborative’s founding members include WWE, the entertainment company that produces wrestling events; the Produce Marketing Association; food companies or restaurants such as Bolthouse Farms and sweetgreen; and the Honest Co., a consumer goods company co-founded by Alba that emphasizes non-toxic household products.
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