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

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Produce For Better Health Foundation
Barbara Boyce, MS, RD, vice president, programs
October 27, 2006
The New 5 A Day Moving Forward to Make a
Difference
06.09.06
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new approach needed

• New Dietary Guidelines 2-1/2 to
  6-1/2 cups a day
  
• 5 servings no longer appropriate for most
• Much more than a long-term cancer prevention
  message
  
• Awareness has increased, consumption has not

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to have impact

• I. develop a strong brand
• 2. segment your target with discipline
• 3. address each targets barrier
• 4. frame your message with relevance
• 5. innovate the way you go to market
• 6. leverage the power of partnerships
• - Bob McKinnon, YELLOWBRICKROAD
• 2006 PBH Spring Board Meeting

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develop a strong brand

• 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

TO
FROM
want to
have to
pleasure/ease/convenience
chore
bountiful variety
lack of choice
all forms count
only fresh
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develop a strong brand

• 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
• --to understand how consumers relate to various
  positioning directions
  
• 48 consumers in 6 focus groups of moms
• --to get initial reactions to the brand identity
  options
  
• 24 consumers in 4 focus groups of moms dads
• --to get broader reaction to brand positioning
  and identity
  
• 1033 consumers in a quantitative on-line survey
  of mom and dad food shoppers

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overall learning from consumer research
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overall learning from consumer research
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positioning statement

• moms who truly believe that it is their
  responsibility, for their families and
  themselves, to get more from life by eating
  healthier
• 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
• 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
• so, our mission is quite simple inspire moms
  that more fruits and veggies matter for her
  family and herself

target
context
reason to believe
payoff
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the new identity!
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comparing then and now

• 5 A Day Fruits
  VeggiesMore Matters
  
• functionally-based emotionally based
• instructional inspirational
• constantly changing a stake in the ground
• easy to imitate more ownable
• program brand

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segment your target with discipline
Millennial Moms Ages 25-28
Gen X Moms Ages 29-41
Boomer Moms Ages 42-60
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address each targets barriers

• gen-x moms
• skeptical really trust people their own age
• pragmatic care about things they can see,
  touch, and have some control over (kids school,
  their job, their neighborhood)
  
• technology savvy online is the resource of
  choice

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learning more

• 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

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frame your messages with relevance

• several core message themes
• approved by CDC
• based on consumer research

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innovate the way yougo to market

• 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

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launch components

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

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leverage the power of partnerships

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

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timeline

• 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

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• Fruits VeggiesMore Matters
• Helping Families Be At Their Best