Hampton Roads, Virginia — This past week, Hampton Roads, Virginia, and Fresno, California, were center stage for the launch of FNV, a new, iconic brand that promotes fruit and vegetable consumption using disruptive marketing and an aggressive advertising program to reintroduce teens and their families to fruits and veggies. While Hampton Roads and Fresno serve as the first two markets for the campaign, FNV is expected to have national impact immediately via digital and social networks.
“This campaign comes at a time when on any given day, up to 30 percent of American children do not consume any vegetables, and up to 20 percent do not consumer any fruits,” says Larry Soler, CEO of PHA. “We know that $2 billion is spent annually on advertising food and beverages to youth, and only 1/20th of that is spent on healthier foods. It’s time to change the conversation.”
FNV was announced earlier this year at the Partnership for a Healthier America’s (PHA) 2015 Building a Healthier Future Summit in Washington, D.C. PHA, an organization that works with the private sector to make healthier choices easier for busy parents and families, is leading the campaign. PMA, a founding supporter of the campaign, made a $1 million contribution and appointed a marketing task force comprised of produce industry executives to support FNV on behalf of the fresh produce industry.
Cathy Burns, president of PMA said, “We are thrilled that the campaign has kicked off in our lead markets and with the star power that is still signing up to support it, we can’t wait to see how consumers respond and engage with FNV in the coming months both in our lead markets and on social media. It’s wonderful that stars such as Jessica Alba, Steph Curry, Cam Newton and Kristen Bell to name a few, have given their time and energy to raise the profile of our industry’s great products in front of teens and moms to inspire them to make fresh fruits and vegetables part of their lifestyles.”
The launch kicked off in Fresno on May 29-May 31 and included the introduction of Club FNV, a pop-up lounge featuring free fruit and vegetable-based snacks, music provided by a DJ and FNV giveaways. The mobile pop-up “club” made its way to different locations in the community, including a park, family festival and the local zoo. Hampton Roads, Virginia, was next to experience the campaign on June 5-7, where teens and moms enjoyed Club FNV at a local Farm Fresh market (FNV’s first retail partner) and at HarborFest, an annual celebration in Norfolk. Additionally, the team hosted exclusive briefings with media and community leaders on the campaign.
The two communities can expect to see more from FNV, including celebrity appearances, billboards and local team support, in the coming months.
Industry members are encouraged to share the FNV message through social media (#teamFNV) and by visiting www.teamFNV.com. Individuals can also sign onto an “endorsement” deal with FNV as a pledge to eat more fruits and vegetables.
About FNV
Buckle Up America. For years, fruits and veggies stood by passively as the marketing machine cranked full throttle, selling you everything from shoes to barbecues to shiny new sports cars. But now, we’re officially joining the party. Taking over billboards and airwaves. Enlisting athletes and celebs. Shamelessly pushing peaches and sweet potatoes onto the public. FNV is here, America. Prepare to be marketed to. Visit www.teamFNV.com for more information.
About Produce Marketing Association (PMA)
Produce Marketing Association is the leading trade association representing companies from every segment of the global produce and floral supply chain. PMA helps members grow by providing connections that expand business opportunities and increase sales and consumption. For more information, visit www.pma.com.
Source: Produce Marketing Association (PMA)