#TeamFNV: Is This the Marketing Campaign Fresh Produce Needs?

14-Main_Post-AD-FNVIt’s going to be big.

It’s going to be bold.

The Fruit & Veggies marketing machine is here…

These quotes are all part of the key messaging from a video reel released yesterday at the PHA Summit in Washington DC that introduced the new FNV brand and its multi-million dollar marketing campaign. Unless you are attending the #PHASUMMIT this week or are a PMA board member, you most likely heard the news through an onslaught of media blitz that started around 1:00pm CST yesterday afternoon.

Based on the webinar announcing PMA’s involvement in this campaign and research we have conducted online, here’s what we understand are the facts about the Team FNV campaign:

  • Team FNV is an advertising campaign announced yesterday by the Partnership for a Healthier America.
  • The campaign’s purpose is to “create an emotional resonance around fruits and vegetables” and “increase consumption and sales of fruits and vegetables.”
  • The campaign acknowledges that consumers already know they should be eating more fruits and vegetables because it’s good for them. This campaign seeks to instead make fruits and vegetables “hip and cool” in a way that nods to the intelligence of the consumer.
  • The target demographic is 11-18 year olds, a slightly older demographic than that identified by the Eat Brighter Campaign.
  • The campaign will use the new FNV logo tied with superhero and sports themes, mainly paired with celebrity endorsements, to empower consumers to “Eat. Share. Wear.” Known celebrity endorsements include Jessica Alba, Kristen Bell, Jeff Green, Stephen Curry, John Cena, and Cam Newton.
  • Fresno, CA and Hampton Roads, VA will be the first two markets to roll out this campaign.
  • A research plan will accompany FNV, measuring sales of fresh, frozen, canned and dried fruits and vegetables in the lead markets, consumption in both markets as well as nationally, and awareness, recall and resonance testing.
  • Retailers and foodservice will have the opportunity to use provided campaign assets and apply them to their restaurant or store. A board-appointed marketing taskforce will guide implementation of the branding.
  • PMA has donated $1 million dollars to the FNV initiative on behalf of the entire fresh produce industry, helping the campaign to be fully funded in 2015.
  • More information on who makes up the Founding supporters roster and other details can be found here on the main press statement: http://ahealthieramerica.org/media/news-releases/

My initial reaction to the teaser video for FNV was “Hell, yes.” The marketer in me felt validated and inspired.

But the fresh produce professional in me was instantly filled with questions about the information that had NOT been shared and the manner in which this news was released. Despite my questions, I determined that this campaign is exactly what fresh produce needs, but it’s not all we need.

I agree with the anchor headline “advertising works,” but this campaign alone isn’t going to rescue the fresh produce industry from our struggles with marketing and increasing consumption of and demand for our products. Don’t get me wrong, I believe this is a huge milestone and that the celebrities and big ad agencies involved will certainly work to garner attention like we’ve never had before. The chief marketing officer with the creative agency behind the campaign, Victors & Spoils, made the statement that fresh produce lacks the “marketing pixie dust” that makes packaged foods so irresistible. With an impressive client list that includes General Mills and Coca Cola, I am certain he speaks from experience. Perhaps to reach the 11-18 year old teen demographic with a new message about eating FRESH, this is exactly what we need.

But I do want all of us, as fresh produce marketers, to keep in mind that for us to truly turn the dial on the demand for our products, we still have a lot of work to do to improve our marketing efforts that goes beyond adding a little “pixie dust.” My hope is that the FNV campaign serves as a massive stepping stone for many of us to market our products in a way that turns consumers into evangelists for our individual brands.

That being said, there are still many lingering questions about this campaign and many details yet to be filled in. Here are the details we’re working to find out more information about:

  • We understand from the webinar that the plan is to develop a signature series of fruits and vegetables sold under a limited edition FNV label with celebrity endorsements. This raises a lot of questions about branding, so to avoid unnecessary speculation I am going to table until more details are released.  
  • While I certainly agree that amping up marketing can make difference for fresh produce (obviously), I also think the industry must make an equal investment in creating more access. At this time, we don’t know details about whether or not the FNV campaign organizers have spent time considering this reality in their plans.
  • Speaking of access, on Tuesday of this week (Feb 24) Let’s Move Salad Bars to Schools announced a significant milestone that the 4000th salad bar was being delivered, which means the sum serves more than 2 million kids a day. This also means that contributors to LMSB2S have made an investment of over $10 million dollars to create this milestone. I wonder why the First Lady didn’t use her powerhouse PR machine to promote this multi-million dollar “campaign?” On the same note, I did not see one mention of this milestone from either PMA nor PBH on any of their social feeds this week and this surprised me since they have both previously generously supported LMSB2S campaign.
  • Interestingly enough PBH is listed as a FNV sponsor, yet again there was not one mention of their involvement on their social networks yesterday or on their website announcing the FNV news. I know they had a well-attended Twitter party yesterday, but not one mention? Why the secrecy?
  • With the close ties of United Fresh Produce Association and Let’s Move, one would think they would be involved with the PHA and the new FNV campaign to some degree. I am sure there is a valid reason, but this seems like a huge miss.
  • It appears the campaign will not focus exclusively on consumption of fresh fruit and vegetables. As stated in the release, the research will measure “sales of fresh, frozen, canned and dried in the lead markets.” PBH has made no bones about supporting canned and frozen fruits and vegetables so it will be interesting to hear PMA’s stance on this positioning.

All in all, I believe the FNV campaign is a positive direction based on what we can initially determine. As an association, PMA is delivering on their promise to create promotion opportunities for the industry that help drive demand for fresh produce through #EatBrighter and now #TeamFNV.

Our goal in the coming weeks will be to get a better understanding of how the FNV campaign plans to incorporate fresh produce brands and how this will affect individual fresh produce companies.

Until then, if you’re a fresh produce brand that has invested in your marketing efforts and ability to be be found online for the products you grow and sell, YOU will continue to be the result of that search as this campaign takes hold and goes viral, whether you get formally invited to the FNV party or not!

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