Michelle Obama Honorary ViceChair The Honorable Cory Booker Honorary ViceChair The Honorable William H Frist MD 200 PARTNERS FOUNDED IN 2010 7 YEARS OLD BASED IN DC 3 ID: 759494
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Slide1
Slide2Honorary Chair:
First Lady
Michelle Obama
Honorary
Vice-Chair:
The Honorable
Cory Booker
Honorary Vice-Chair:The Honorable William H. Frist, MD
Slide3200+ PARTNERS
FOUNDED IN 2010
7
YEARS OLD
BASED IN DC
3
Slide4WE STAND FOR FRUITS & VEGGIES
Slide5Celebrity power
FNV is a fruit & vegetable marketing campaign supported by over 80 national celebrities
Slide62016 – 2017 National campaign
Atlanta
Miami
Dallas
Los Angeles
Fresno
San Francisco
Boise
Raleigh
Norfolk
Washington, D.C.
Boston
Springfield
Syracuse
Milwaukee
Chicago
Mason City
Madison
Where
(Markets include but not limited to)
How
Out of home advertising on billboards and buildings in target markets and on partner properties
Digital platforms including YouTube, Pandora, and Spotify
Social media channels including Facebook, Instagram, Pinterest, Twitter, and Snapchat
Slide7Our messaging
Slide843 stores in Virginia’s Tidewater RegionSmall grocery format2.5% lift in category sales
First retailer test: 43 stores in
virginia
Slide9Slide10Slide11Slide12Wisconsin snap-
ed
retail
activation
6 month campaign using display, digital, radio, OOH and transit
advertising
30
+ retailers activating FNV creative across storesStarted in 3 pilot communities and expanding to Milwaukee + 3 other cities in 2018Wisconsin-specific creativeActivations at community events including farmers markets, baseball games and state fair Evaluation: Pre/Post Campaign Survey & Retail Intercepts
Slide13Evaluation: CONSUMPTION
who saw FNV increased or held steady the amount of fruits and vegetables they ate over the last 6 months.
65%
of people aware of FNV eat fruits and veggies at least 2x a day, compared to just
47%
of those who are not aware of FNV.
After seeing the FNV campaign, the number of millennials consuming fruits and vegetables at least 2x a day increased 10 points, from
55% to 65%.
MORE THAN
8 IN 10
PEOPLE
43 retailer test showed
2.5%
increase in category sales
Slide1414
Slide15Slide16Key Learnings
Work With Partners
Don’t Reinvent the Wheel
Test and Learn
Think About What’s In it for the Retailer
Sales
Profit
Goodwill / Community Relations
Awareness