THE CHALLENGE

The benefits of eating fruits and vegetables are gradually penetrating the American psyche – but not fast enough for 5 A Day. That's why the Produce for Better Health Foundation (PHB), a leader of the National 5 A Day Partnership, engaged Swardlick Marketing Group to help reinvigorate their campaign. Our challenge was to help PHB create an appetite for real change in American consumers' behavior.

OUR APPROACH

The Color Strategy.  In 2002 we began working with PBH and their 5 A Day partners to launch a breakthrough marketing strategy aimed at increasing the percentage of Americans who achieve their 5 A Day healthy eating goals. Our campaign, "5 A Day The Color Way," centered on the phytochemical benefits of colorful fruits and vegetables.

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The integrated marketing program included:

• A new and colorful brand identity
• A national public relations initiative
• National PSAs
• Retail supermarket and school foodservice programs
• A partnership with Dole and Crayola
• A 500-page 5 A Day website

RESULTS

5 A Day The Color Way attracted national industry sponsors from supermarket retail chains and the school foodservice industry. The campaign debuted in Wal-Mart in summer 2004 as part of an exciting produce department promotional event targeting young families. Today 5 A Day The Color Way continues to infuse energy and clarity into 5 A Day's healthy eating message.

 

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