We created a brand from scratch that, for the first time ever, united every commodity in the produce section under one logo – we called it FNV. Fruits and veggies were now able to compete in a marketplace cluttered with big-spending, junk food powerhouses. The creative work announced its iconic intent by leveraging tried and true big brand tactics - celebrity spokespeople, flashy ad campaigns, sleek websites - and turning them on their head. We learned that kids are more likely to eat a food that’s endorsed by their favorite celebrity or athlete*. So we employed 50+ celebs/athletes pro-bono to be our foot soldiers to promote FNV. The campaign respected the marketing savvy of our audience, by being self-aware and acknowledging the goal of shoving marketing down kids’ throats: shilling fruits and veggies to American kids in an overt, unapologetic way.

We launched FNV in May 2015. We zeroed in on two key launch markets – Fresno, CA and Hampton Roads, VA – due to the high concentration of children with a high rate of obesity, and availability to healthy food. Media placements were fully integrated, ranging from TV, social, outdoor, radio, live events, sampling, and sports sponsorships.

Nationally, we focused on social and PR. We forged pivotal partnerships with massive-reaching brands including Honest Company, WWE, Campbell’s and Avocados from Mexico.

We created FNV Live, a sell-out event in Hampton Roads, VA celeb appearances and remarks from Michelle Obama.

We also partnered with Pharrell’s charity, From One Hand to Another, to lead a workshop to empower kids to create their own FNV ads.

Our initial $3MM investment yielded an earned campaign value of $25MM in media and sponsorship entitlements, including PR segments on the likes of Jimmy Kimmel Live! and The Tonight Show.

• Over 650MM total earned impressions, 231MM from social media

• With a $3MM investment, the overall campaign value based on earned & donated media, sponsorships and pro-bono celebrity participation was $25MM

• Coverage in national publications including Time, People, Business Insider and Fast Company and entertainment publications including Hollywood Reporter, E! Online and Rolling Stone

• Network TV segments on Jimmy Kimmel Live! and The Tonight Show with Jimmy Fallon

• 50+ celebrity participants with a combined social influence of over 229MM

• One major retail partner saw increased produce aisle penetration after implementing a 40+ in-store activation

• The campaign sparked behavioral change, with 50% of respondents who’d said they would “definitely not eat fruits and vegetables” pre-launch, committing to eating fruits and vegetables after seeing the campaign

• Planning to launch in additional markets and bring on additional brand partners in 2016/2017