FNV BRAND POSITIONING REFRESH

WHO?

The Partnership for a Healthier America (PHA) strives to increase consumer demand for healthier options. After launching it's "Let's Move" campaign to lower childhood obesity (led by Michelle Obama), they created the FNV campaign (an acronym for “fruits and veggies”). Avoiding messages about eating healthier, as to not be preachy, they used popular celebrity endorsements and focused their messaging on how "cool" fruits and vegetables can be, in order to achieve its mission of shifting perceptions and consumption of fruits and vegetables among millennials.  

WHAT?

Upon partnering with PHA, our research team conducted a multi-phase research effort. The findings revealed confusion about FNV, namely around what FNV was and what the brand wanted consumers to do. By using an acronym as the campaign brand name without additional language about the mission in ads, avoiding direct calls to action about consumption and by simply making the audience “aware” of how fun fruits and vegetables can be, the campaign wasn’t making the impact that PHA had hoped it would. Furthermore, focus group results demonstrated a need for adapted messaging based on the various audiences.

I worked to write mission and vision statements that clarified PHA's goals and created a clever tagline which not only defined what the brand acronym stands for, but what the campaign advocates for: “We stand for fruits & veggies.” From there, I worked with our copywriter and digital strategist to address the unique concerns and needs of our audience segments by creating a tailored messaging strategy, organized by channel they most often use, in order to resonate and change behaviors within each segment. The strategy involved rewriting every headline, social post and call to action through the lens of the new positioning in order to put the focus on the fruit or vegetable over the celebrity and to encourage a more robust engagement with the brand.

I then oversaw the creative team who enhanced and tailored each piece of print/billboard/social creative — from the celebrities featured to the accompanying headlines to the calls to action to each ad placement — to ensure campaign resonance with each segment.

SO WHAT?

A follow-up survey showed positive movement for the FNV campaign on several key metrics in a short amount of time following the changes made. Audiences were able to clearly define the brand and its call to action upon viewing new ads. Awareness of FNV increased from 20 percent to 23 percent, as did overall favorability towards the brand (from 74 percent to 77 percent very/somewhat favorable, including a 6-point increase in those who say they are very favorable towards FNV). More millennials are prioritizing eating fruits and vegetables (66 percent from 61 percent) and more than a third (34 percent) consider eating fruits and veggies a very high priority. Even more importantly, reported consumption of fruits and veggies went up – those saying they eat fruits and veggies at least once a day increased by 4 points (from 72 percent to 76 percent).

Changes made to brand guidelines

Digital and social ad direction

Social graphics design/photoshop support

Food-focused ads using locally themed copy