Partnership for a Healthier America incorporates print advertorials to encourage health eating

Sendt av: Jess Taylor 18/01/2017

FNV
Brand navn: The Partnership for a Healthier America         Byrå: Victors & Spoils

Bakgrunn

With 86% of American children constantly being exposed to adverts on junk food, it’s no wonder America is one of the unhealthiest nations in the world.
Partnership for a healthier America (PHA) tasked the agency Victor and Spoils with changing the perspectives of children when it came to fruit and veg; in order to change their diet.
Deciding that tactics all the big brands were using, is probably a very good starting point. The campaign took a leaf out of the iconic marketing playbook. PHA launched the brand ‘FNV’ (Fruit and Veg) using edgy creative, social media and more than 50 celebrity endorsers to create an emotional connection between consumers and fruits and vegetables.

Artikkelen/Eksempelet

The campaign used a mixed media approach, therefore not only using print in posters, advertorials and billboards, they also had videos, social events and sharable content for social media. This ‘fun’ advertising strategy demonstrating that FNV can be fun also.
Consumers in these markets are seeing FNV sponsor sports teams and local events; billboards, newspaper ads and supermarket aisles that feature celebrities like Jessica Alba and Colin Kaepernick pushing beets and pineapple; and airwaves flooded with FNV TV and radio spots.

Resultater

  • There have been one billion earned impressions for PR and social to date.
  • 70% of the social conversations registered positive sentiment.
  • Engagement rates were well above industry averages: 2.7% on Twitter (0.7% industry avg.), 9.2% on Facebook (0.65% industry avg.) and 9.97% on Instagram (3.3% industry avg.)
  • Jimmy Fallon hosted Michelle Obama on The Tonight Show, where they discussed Team FNV and its goals. The clip reached more than 3.7 million viewers through the broadcast alone. Jimmy Kimmel produced 2 skits about the FNV campaign, which garnered more than 8 million views through broadcast & YouTube.
  • 70% of people who saw the campaign said they were inspired to eat more fruit & veg.
  • The $3 million invested in the campaign yielded a campaign worth $25 million in earned media