Jessica Alba, Kristen Bell, John Cena, Nick Jonas and other celebs help launch fruit and veggie brand FNV
A group of celebrities, companies, athletes, and foundations have teamed up to launch FNV, a brand that’s focused on increasing consumption and sales of fruits and vegetables among teenagers and moms.
Launched at the Partnership for a Healthier America’s (PHA) 2015 Building a Healthier Future Summit, the campaign is called “Prepare To Be Marketed To.”
Michelle Obama helped announce the campaign during her keynote address at the summit.
“If folks are going to pour money into marketing unhealthy foods, then let’s fight back with ads for healthy foods, right?” she said during her speech, according to McClatchy DC.
PHA CEO Lawrence A. Soler said that FNV was inspired by big consumer brands are that are “relentless, compelling, catchy, and drive an emotional connection with their products.”
He added: “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."
The campaign was created by ad agency Victor & Spoils. Andrew Nathan, chief marketing officer for Victor & Spoils, claimed that FNV sought to create a cultural movement behind fruits and vegetables.
“The days of hum-drum health messages and finger-wagging PSAs are over,” he said.
Other celebrities involved with the campaign include WWE superstar John Cena, Nick Jonas, and New York Giants wide receiver Victor Cruz. Companies supporting the campaign include Avocados From Mexico, Bolthouse Farms, and The Honest Company.
During its first year, the campaign will launch in Fresno, California and Hampton Roads, Virginia. It will include digital, print, and out-of-home advertising, sponsorship of youth sports teams, and local business activations.