# Presentation: 308211

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

- 06.09.06

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

**Produce For Better Health Foundation**
**Barbara Boyce, MS, RD, vice president, programs **
**October 27, 2006**

## 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***

**Notes:**
More than half of Americans know they need to eat at least 5 servings a day; only 1 in 5 achieves that minimum
Years of efforts by government and non-government
New dietary guidelines make it more critical to increase efforts 

## to have impact

**I.   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**
*	***	****- Bob McKinnon, YELLOWBRICKROAD **
**2006 PBH Spring Board Meeting**

## 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**

**FROM**

**TO**

**have to**** **

**want to **

**chore**

**pleasure/ease/convenience**

**lack of choice**

**bountiful variety**** **

**only fresh**

**all forms count**

**Notes:**
PBH did an extensive amount of research that began in July of 2005.  This included interviewing 20 key influentials in both the public and private sectors, as well as looking at successful branding of other healthy products to see what lessons could be learned.  PBH’s agency conducted 11 ethnographies of 27 consumers in 3 cities across the US, and they conducted several sets of consumer focus groups to better understand consumer’s barriers and challenges to eating fruits and vegetables.  The process began by doing research to develop a sound  strategy for the new brand.  Once this was done, then the creative development followed.

This research concluded that we need to provide people with reasons to eat more.  Consumers want to be reminded to eat more, but they do not want to be preached to or scared.

We need to create a shift in people’s perceptions of fruits and veggies ... (read chart)

Note: Ethnographies is a research tool whereby researchers actually go into people’s homes, and have in-depth conversations with family members.  They may look inside their pantries and refrigerators and go grocery shopping with them to really get at the challenges and obstacles they face and understand the decisions they make.

## 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

- 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

**develop a strong brand**** **

**Notes:**
Internal interviews were conducted with 20 public and private influentials in the public and private sector.  Additionally, an assessment was done of culture shapers (such as MTV and Wal-Mart), as well as  “healthy” product analogs (such as bottled water and yogurt) to assess best practices.

11 ethnographies of moms, families and tweens were conducted in Chicago, Edison (NJ) and Sacramento to understand the role of fruits and veggies in the lives of different families.

To understand how consumers relate to various positioning directions, a series of focus groups of moms were conducted in Baltimore, Dallas and San Francisco.

To get initial reactions to the brand identity options, additional focus groups of moms & dads were conducted.

To get broader reaction to brand positioning and identity and narrow the selection to the final brand, over 1000 mom and dad food shoppers that were a nationally representative sample were tested using a quantitative on-line survey.

## overall learning from consumer research

**Notes:**
These bullets summarize some of the key findings.  We don’t have time today to go into great detail.

Similar the Health & Human Services’ Steps to a Healthier US campaign, the new brand for 5 A Day needs to focus on small steps consumers can take to eat more fruits and veggies.  The most compelling motivation for consumers is that it all adds up.  This makes eating more fruits and vegetables achievable and easier; it relieves the guilt of not eating 10 or 13 servings each day, and it implies taking steps now that will pay off later.

Specific targets, such as 5 cups a day, are not motivating for the general public and, in fact, can be quite alienating.  Future success requires that everyone (not just a select few) feels connected to and motivated by this new brand initiative.

Moms are a primary influencer of healthy eating in many families.  They feel a deep sense of responsibility for the health of their family and themselves, yet their role is increasingly challenging.  

## overall learning from consumer research

**Notes:**
These bullets summarize some of the key findings.  We don’t have time today to go into great detail.

Similar the Health & Human Services’ Steps to a Healthier US campaign, the new brand for 5 A Day needs to focus on small steps consumers can take to eat more fruits and veggies.  The most compelling motivation for consumers is that it all adds up.  This makes eating more fruits and vegetables achievable and easier; it relieves the guilt of not eating 10 or 13 servings each day, and it implies taking steps now that will pay off later.

Specific targets, such as 5 cups a day, are not motivating for the general public and, in fact, can be quite alienating.  Future success requires that everyone (not just a select few) feels connected to and motivated by this new brand initiative.

Moms are a primary influencer of healthy eating in many families.  They feel a deep sense of responsibility for the health of their family and themselves, yet their role is increasingly challenging.  

## 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

## the new identity!

**Notes:**
the preference shown for juggler was three to four times greater than usually found in consumer product logo tests
juggler was viewed as overwhelmingly positive by all demographic subgroups
importantly, messages that were more personalized (i.e., “makes you feel better”) were linked most strongly with the juggler logo
on an open-ended basis, very few negative mentions were evoked by juggler

## comparing then and now

**5 A Day**** ****	****        ****	****               ****Fruits & Veggies—More Matters**
**functionally-based        emotionally based**
**instructional                  inspirational**
**constantly changing     a stake in the ground**
**easy to imitate               more ownable**
**program                          brand**

## segment your target 

**Millennial Moms**
**Ages 25-28**

**Gen X Moms**
**Ages 29-41**

**Boomer Moms**
**Ages 42-60**

**segment your target **
**with discipline**

## address each target’s barriers

- 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

## 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

## frame your messages with relevance

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

**Notes:**
The Fruits & Veggies—More MattersTM brand is about family time, experiences, well-being, pure fun, and empowerment.
The Fruits & Veggies—More Matters brand is the “go to” source for practical tips and strategies about fruits and veggies that are supportive of the needs of Moms/families and provide “answers” to their concerns and barriers.
The Fruits & Veggies—More Matters brand reflects Mom’s values, beliefs, and lifestyle.
The Fruits & Veggies—More Matters brand is a partner to Mom, helping her make positive behavior changes for herself and for her family.

## innovate the way yougo 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

## launch components

-  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

## leverage the power of partnerships

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

## 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

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

- Helping Families Be At Their Best