Team FNV: Social Media Posts that Caught Our Eye

optimize_emailTeam FNV has been “shamelessly marketing to consumers” for several months now (their words, not ours). As fresh produce marketers ourselves, we are keeping a close eye on all Team FNV activities in order to understand their efforts and how we can support them as a member of PMA. We’re also interested because our mission as an agency is to increase the demand and ultimately the consumption of fresh fruits and vegetables, so we get excited to follow efforts that may contribute to that mission. In a nutshell, we want this campaign to be a huge success.

We love that an edgy campaign like this exists to reach younger generations of fresh produce consumers, but we also think that there needs to be consideration for the roadblocks we face as an industry. Pricing, food safety, and certain stigmas associated with food manufacturing are all topics that are often laden with misinformation surrounding our products. If fresh produce marketing is going to reach the masses, we need to focus our efforts on elevating what makes our products special and GOOD. That’s why we want to highlight a few social media posts from Team FNV that have caught our eye in recent weeks. Some of these posts we love, and demonstrate the hip, edgy voice that we expect to see. There are other posts, however, that shine a light on areas that our products struggle to overcome. Take a look for yourself and let us know your thoughts.

We love this post – capitalizing on current trending topics while making fresh relevant smart social media strategy.

We love this tribute to Independence Day this past weekend!

Life. Liberty. And the pursuit of fruits and veggies. #happy4th #4thofjuly

A video posted by FNV (@teamfnv) on

Or this post, that demonstrates a great dialogue with a consumer eager to try a new fresh product.

#teamfnv #thingsorganizedneatly

A photo posted by FNV (@teamfnv) on

The following posts, however, cause us to pause based on sensitivity of the topic and/or imagery.   While these are not earth-shattering tactics or social failures, they illustrate a disconnect from Team FNV and the fresh produce that they are “branding.”

FNV Limited Edition coming soon. Same tasty produce at much higher prices. #FNVLTD #TeamFNV

A photo posted by FNV (@teamfnv) on

Some of our products never make it out of testing #FNVFocusGroupRejects

A photo posted by FNV (@teamfnv) on

What flavor of #banana do you want to see next? Grape? Lemon-Lime? Southwestern Fiesta? #fnvlab

A photo posted by FNV (@teamfnv) on

So what do you think? Perhaps there’s a story behind the strategy that we’ve missed? You can follow Team FnV on Instagram here and on Facebook here.