The New 5 A Day: Moving Forward to Make a Difference

(image: image with photos of fruits and vegetables)

(image: cover of Dietary Guidelines for Americans 2005)

1. develop a strong brand
2. segment your target with discipline
3. address each target's barrier
4. frame your message with relevance
5. innovate the way you go to market
6. leverage the power of partnerships

(image: photo of mother and son)

as a brand, fruits and vegetables must:

• provide reasons to eat more
• inspire rather than scare
• motivate rather than preach
• force a shift in mindset

Consumer Research Program
interviews with 20 Partner opinion leaders
assessment of culture-shapers and analogs
an extensive consumer research program

–– to understand the role of F/V in the day-to-day lives of families

• 11 ethnographies of moms, families & tweens

• 48 consumers in 6 focus groups of moms

• 24 consumers in 4 focus groups of moms & dads

• 1033 consumers in a quantitative on-line survey of mom and dad food shoppers

• Importance of fruits and veggies is universally understood
• The challenge is convincing consumers how much they should eat
• The most compelling motivation is "it all adds up"

• focus on small achievable steps, getting consumers to eat more fruits and veggies over time
• be realistic and remind consumers why they should eat more fruits and veggies
• be an ally to mom, sending a credible message that promotes her responsibility

target	moms who truly believe that it is their responsibility, for their families and themselves, to get more from life by eating healthier
context	the "fruits and vegetables" brand (and its partners) will strive to convince them that every little step they take in consuming more fruits and vegetables really does help their families be at their best today and in the future
reason to   believe	that is because fruits and vegetables provide the unrivaled combination of great taste, nutrition, abundant variety (350+) and multiple product forms (fresh, canned, frozen, liquid, dried) that makes taking those steps easier, helping moms overcome hectic lifestyles, picky eaters and hereditary conditions
payoff	so, our mission is quite simple: inspire moms that more fruits and veggies matter – for her family and herself

(image: "fruits & veggies more matter" logo)

5 A Day functionally-based instructional constantly changing easy to imitate program

Fruits & Veggies—More Matters emotionally based inspirational a stake in the ground more ownable brand

(image: diagram featuring three categories of "Moms" - Millennial, Gen X and Boomer)

gen-x moms:

• skeptical – really trust people their own age
• pragmatic – care about things they can see, touch, and have some control over (kid's school, their job, their neighborhood)
• technology savvy – online is the resource of choice

(image: photos of mothers and their families)

fall 2006 custom survey of 500 Moms, ages 29-41, to confirm central message elements are meaningful and resonate

Jan/Feb 2007 custom survey of 1000 Moms, ages 29-41, to learn more about barriers to consumption/ solutions

include sterling findings & custom surveys findings in development of web site content and in launch materials for media

(image: photo of mother and daughter playing "patty-cake")

several core message themes

approved by CDC

based on consumer research

(image: photo of mother and daughter)

consumer launch – March 2007

• make the brand come to life
• demonstrate brand attributes (lively, active, fun, engaging, empowering)
• connect with Moms
• advance call to action
• mobilize and support partners and national and local activity
• generate media attention
• introduce and promote new website and other resources
• include elements that can be extended/adapted to all stakeholders – members, retailers, national partners

(image: photo of mother and son)

• national announcement event
• consumer sweepstakes
• media and marketing outreach
• local market and partner events
• launch consumer website: fruitsandveggiesmorematters.org as the "go to" source for moms

(image: photo of mothers and daughters)

• retailers
• fruit & veggie suppliers/vendors
• government & public health partners
• media partners
• culinary partners

July 2005:	brand development work begins
March 2006:	CDC & USDA agree to use new brand
April 2006:	brand shared with industry & state coordinators
May 2006:	limited license agreement sent to industry needing long-lead on packaging
Summer:	CDC and PBH working on MOU, guidelines
Sept 2006:	license and guidelines shared with industry
March 2007:	consumer launch of the new brand

Fruits & Veggies—More Matters
Helping Families Be At Their Best

(image: photos of happy mothers with their children)