1. FY08 Fruits and Veggies Campaign
Cori Lorts, MPH, RD
Social Marketing Manager
Arizona Nutrition Network

2. Fruit and Veggie Focus Groups
5 concepts were tested:
Fruit and Veggie Explorer spot
“Bring Home the Benefits”
QVC
“Eat Colorfully and Live Healthfully”
Many Forms: Different Looks, Same Benefits

3. Explorer Spot

4. Bring Home the Benefits

5. QVC

6. Eat Colorfully and Live Healthfully

7. Many Forms

8. Fruit and Veggie Focus Groups
Participants overwhelmingly preferred the “Eat Colorfully and Live Healthfully”
Attracts parents and kids
Very Colorful
Eye catching/visually stimulating
Love the thought of children coming alive
Shows what fruits and veggies can do for our bodies

9. Eat Colorfully and Live Healthfully

10. Fruit and Veggie Poster

11. Fruit and Veggies Fun Food News

12. Fruit and Veggie Billboard

13. Fruit and Veggie Door Hanger

14. Fruit and Veggie ERI

15. Fruit and Veggie Campaign Components
:30 Television Spot
Billboards
Door Hangers
Fun Food News
Poster
Recipe Cards
Community Toolkit:
Event in a Box
Lesson Plans
Radio Script
Food Demonstration Example
Media Alert
Press Release

16. Fruit and Veggie Campaign
Will run from October 1-January 30
Post-test evaluation will be completed end of January
Next campaign: Grow a Healthy Child!

17. Questions? Comments?