WASHINGTON — FNV, a first of its kind national brand, has signed on major celebrities like Stephen and Ayesha Curry, Cam Newton, Cindy Crawford, Jessica Alba, Kristen Bell, and Victor Cruz as the brand continues to build a fresh and bold movement behind fruits and veggies. Of the $2 billion per year spent on advertising food & beverages to youth, less than one percent is spent on healthier foods. Now, celebrities are gracing billboards, infiltrating internet radio and dominating newsfeeds to give fruits and veggies some skin in the game.
Launched in 2015 by the Partnership for a Healthier America (PHA), of which former First Lady Michelle Obama is an honorary chair, the FNV campaign has been flooded with support from new celebrities, partners and fans who want to support the work that Mrs. Obama began during her years in the White House. Committed to building a healthier America, read in the former First Lady's own words how proud she is to be on Team FNV alongside so many celebrities using their star-power to get America to eat more fruits and vegetables.
"I hear from my fans and blog readers constantly about their frustrations with making healthier choices and the challenges of incorporating fruits and vegetables into their everyday routines." Said dancer, singer and actress Julianne Hough. "When I think about the overwhelming amount of marketing power behind less healthy options, I'm proud to support the FNV brand's effort to spark a movement behind fruits and veggies."
Fruits and veggies need a campaign as bold, bright and colorful as they are. FNV has already seen the power in using out of the box marketing as a tool to inspire young people to eat more fruits and veggies. Research conducted by PHA in pilot markets shows that seven out of 10 survey respondents reported eating more fruits and vegetables after seeing or hearing about the campaign while grocery retailers who brought the campaign in-store saw an a measurable rise in produce sales.
"When I make a decision to put my support behind an effort, I look for brands and causes that I can feel proud of as a mom," says actress Kristen Bell. "FNV is exactly that. I think about all of the ads I see for less-than healthy products and how my kids watch what I put on my own plate. So I jumped at the opportunity to endorse fruits and veggies and join this one of a kind campaign."
Now in major cities nationwide, FNV is making waves with headlines like Kristen Bell Likes Her Veggies Frozen, through viral content like Michelle Obama and the Final Five powering up with fruits and veggies that has garnered over one million views to date, and at events like iHeart Radio's Fiesta Latina giving away peach better have my money swag.
The national FNV campaign is powered by partners such as powerhouse brand Ocean Spray Cranberries, leading healthcare providers BlueCross Blue Shield of North Carolina and Trinity Health, and influencer engagement leaders Whistle Sports, which brings their over 213 million social followers to the campaign. Fueled by their nationwide expansion, FNV is now launching innovative public private partnerships at the state level aimed at addressing public health challenges through Supplemental Nutrition Assistance Program Education (SNAP-Ed) initiatives reaching low-income individuals and families in communities that lack access to affordable and diverse produce options.
Celebrating their two-year anniversary this month, FNV is just getting started in the effort to inspire people to eat more fruits and vegetables – or as best said by comedian Jimmy Kimmel, "Eat Your Effin Vees."
About FNV
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. FNV is here and in, or headed to, over 15 markets nationwide. FNV is powered by partnerships with Anthem BlueCross BlueShield, BlueCross BlueShield of North Carolina, Farm Fresh, Green City Growers, Hidden Valley, healthTIDE, iHeartMedia, Kaiser Permanente, LAMAR, MARS, OceanSpray, Produce for Better Health Foundation, PMA, Robert Wood Johnson Foundation, Trinity Health, University of Wisconsin-Extension, California Department of Public Health, University of Georgia-Extension, Whistle Sports, and WWE. Find FNV on Instagram, Facebook, Twitter or our website.
About PHA
The Partnership for a Healthier America (PHA) is devoted to working with the private sector to ensure the health of our nation's youth by solving the childhood obesity crisis. In 2010, PHA was created in conjunction with – but independent from – First Lady Michelle Obama's Let's Move! effort. PHA is a nonpartisan nonprofit organization that is led by some of the nation's most respected health and childhood obesity experts. PHA brings together public, private and nonprofit leaders to broker meaningful commitments and develop strategies to end childhood obesity. Most important, PHA ensures that commitments made are commitments kept by working with unbiased, third parties to monitor and publicly report on the progress our partners are making. For more information about PHA, please visit www.aHealthierAmerica.org and follow PHA on Twitter @PHAnews.
Source: The Partnership for a Healthier America (PHA)
