New Marketing Campaign Aims To Rebrand Fruits And Vegetables.

the Partnership for a Healthier America (PHA) launched a new marketing effort to rebrand fruits and vegetables (FNV) as cool. Created by the Victors & Spoils ad agency, the “FNV” campaign will initially focus on social media networks with videos featuring celebrities and athletes, and then expand later to include TV and print ads. Victors & Spoils Chief Marketing Officer Andrew Nathan said, “our inspiration for all this was behaving like a big, iconic brand” and giving fruits and vegetables some of “the ‘marketing pixie dust’ that makes packaged foods so irresistible.” Speaking at the PHA annual summit, first lady Michelle Obama “expressed excitement for FNV,” saying “If folks are going to pour money into marketing unhealthy foods, let’s fight back with ads for healthy foods.” http://hosted.ap.org/dynamic/stories/U/US_MARKETING_FRUITS__VEGETABLES?SITE=AP&SECTION=HOME&TEMPLATE=DEFAULT