FNV // FNV Live
The Partnership for a Healthier America
Issue 41 | December 2016
Agency
Victors & Spoils
Creative Team
Executive Creative Director Noah Clark Chief Marketing Officer Andy Nathan Chief Client Officer Danielle Fuller Creative Director Pat Horn Associate Creative Directors Rob Lewis Ari Levi Brock Johnson Senior Art Directors Emilie Druss Travis Brown Copywriters Pete Nordstrom Andrew Bridgers
Production Team
Studio Director Brent Erb Producers Kaylin Fitzpatrick Horn Lisa Effress Media Agency Supply President Matt Dutremble Nisbet Digital Agency Legwork Studio Partner/Account Director Joey Bullock Production Company Copious Photographers Brian Bowen Smith Justin Coit Retouching David Nadeau Video Production Milkhaus Editor Dave Krahling Editor James Durée Music Duotone
Other Credits
Managing Director David Leinheardt Brand Activation Magnetic Creative Chief Experience Officer Brian Schultz Community Manager Allison Gergly Account Directors Leslie Maddocks Lynn Harris Account Supervisor Rebecca Conrad Account Managers Avery Henderson Katie Funk Account Coordinator Annie Vlosich Project Manager Jenny Stefanov
Date
June 2016
Background
America was one of the unhealthiest nations on earth, with 12 million kids classified as obese. Not surprising, since 86% of the ads they saw were for junk food. So when the Partnership for a Healthier America wanted to help get kids to eat healthier, it was clear that finger-wagging public service announcements would fall on deaf ears. To change the perception of "boring" fruits and vegetables, the task was to shift the conversation away from the functional, and towards the emotional. To get kids to want to eat fruits and vegetables.
Idea
From soda to chips, brands used advertising and celebrity endorsements to get kids to eat all kinds of unhealthy stuff. And it worked. But no one was using that same marketing pixie dust to get kids to eat the healthy stuff. Until now, when fruit and vegetables were transformed into a brand – FNV. The aim was to beat junk food at its own game.
FNV was launched at the Partnership for a Healthier America Summit. A team of over 50 hand-picked celebrities and athletes were featured in print, OOH, social and events, creating loads of clever, sharable content. A video was also launched, they moved into retail and P.O.S., and TV. Never once preaching or pushing a single health benefit. Just fun advertising that proved that healthy foods could be cool too.
Results
There have been one billion earned impressions for PR and social to date.
70% of the social conversations registered positive sentiment.
Engagement rates were well above industry averages: 2.7% on Twitter (0.7% industry avg.), 9.2% on Facebook (0.65% industry avg.) and 9.97% on Instagram (3.3% industry avg.)
Jimmy Fallon hosted Michelle Obama on The Tonight Show, where they discussed Team FNV and its goals. The clip reached more than 3.7 million viewers through the broadcast alone. Jimmy Kimmel produced 2 skits about the FNV campaign, which garnered more than 8 million views through broadcast & YouTube.
70% of people who saw the campaign said they were inspired to eat more fruit & veg.
The $3 million invested in the campaign yielded a campaign worth $25 million in earned media
Our Thoughts
This campaign doesn't even pretend to be doing anything other than get in the face of moms and kids. No product stories, just headlines that suggest we know that you know how this advertising stuff works. And, by golly, in flattering its target audience, it does! It helps if you get Michelle Obama to appear as one of your ambassadors on one of America's most watched talk shows. And that your "brand" provides each of its celebrity spokespeople with a nice little halo to wear. But don't knock it. If it's helping to fight flab, so much the better.