Brand FNV (Fruits and Vegetables): Worth a Try?
In 2013, Michael Moss wrote a long and highly entertaining piece for the New York Times Magazine about putting the advertising firm Victor & Spoils to work on making up a campaign to sell, of all things—broccoli.
The theory: marketing sells junk food so why not fruits and vegetables?
At last week’s meeting of the Partnership for a Healthier America (the industry support group for Let’s Move!), First Lady Michelle Obama announced that Victor & Spoils had created a for-real campaign to sell fruits and vegetables to moms and teens.
Meet brand FNV.
And don’t miss the video.
Some people who attended the meeting found this on apples in their hotel rooms (thanks to Marie Bragg for sending).
The produce industry considers this campaign to have “monumental implications” for its sales.
In other words, it is expected to work.
As I said in 2013:
Marketing is not education.
Education is about imparting knowledge and promoting wisdom and critical thinking.
Marketing is about creating demand for a product.
But such campaigns clearly work. The 5-A-Day for Better Health campaign in the early 1990s increased F&V consumption—for as long as it lasted.
Although this campaign raises the usual questions about marketing vs. education, and what happens when the funding runs out, it’s not aimed at young children.
I’m wishing it the very best of success.