SCOTTSDALE, Ariz. — Have a Plant will succeed Fruits & Veggies — More Matters as the new consumer marketing message from the Produce for Better Health Foundation to promote fruit and vegetable consumption.
PBH unveiled the new campaign and associated website April 23 at its 2019 Consumer Connection Conference.
Fruits & Veggies — More Matters followed the 5-a-Day for Better Health campaign in 2007. The 5-a-Day program began in 1991, when PBH was founded.
The newest approach represents an end to “prescriptive recommendations” to eat a certain amount of fruits and vegetables each day, instead motivating consumers with actionable and realistic steps to connect eating fruits and vegetables with feeling happier and healthier, according to a news release.
PBH began consumer research about a year ago to better understand what is holding consumers back from eating more fruits and vegetables, said Wendy Reinhardt Kapsak, president and CEO.
“There was a significant amount of scientific research, consumer insights and industry engagement throughout the process,” she said.
PBH looked at more than 100 behavioral research studies related to fruits and vegetables to see what specific approaches would inspire action. That approach was overlaid with consumer insights, including analysis of than a million consumer social media conversations on fruits and vegetables.
After that, researchers tested several message options with more than more than 300 consumers, specifically in the millennial and Gen Z age groups, to determine which campaign approach and tagline would have the most effect.
“So we know that more and more consumers, regardless of whether they’re a millennial, or Gen Z — although that subset is very interested in the plant-forward movement — are looking to add plant-based products to their diets,” Reinhardt Kapsak said.
Have a Plant is designed to appeal to consumers’ emotional food drivers and bring home the message that fruits and vegetables are plants.
“We wanted to capitalize on that (plant-based) trend, yet also remind consumers that fruits and vegetables should be the center of that movement, and essentially put a stake in the ground for the industry on that,” she said.
Reinhardt Kapsak said the Have a Plant message and movement will debut in digital and social media because that’s where millennial and Gen Z consumers are inspired to purchase and consume fruits and vegetables.
PBH will roll out the campaign throughout the year, including on-pack labeling in the industry.
“We’ve already had interest from specific retailers as well as our members in putting the new call to action on package,” she said.
PBH’s message is aligned with the Dietary Guidelines for Americans, which endorses a plant-based dietary pattern for better health.
“The Have a Plant movement is by PBH members for the broader produce industry,” Reinhardt Kapsak said.
PBH will begin a broader stakeholder engagement plan in the coming months that will include government agencies and others interested in promoting fruits and vegetables.
Reinhardt Kapsak said she is proud to lead PBH in this time of transformation, a year after the process began with the full PBH board.
“I couldn’t be more proud of the industry and their collaboration on this,” she said. “My hope is that the broader industry realizes that this is a moment in time for them, unlike any other, where they have the opportunity to truly be a game changer and change the consumption score.”
Implementing Have a Plant
Elements of the new campaign include:
- An interactive website, www.fruitsandveggies.org. The website features 3,000 pages of content, more than 450 recipes and nearly 100 third-party contributors;
- Refreshed e-newsletters and social channels with improved content and images. PBH has more than one million followers on Facebook, per the release.
- A network of 16 “fruit and vegetable Ambassadors in Action,” comprised of registered dietitians, chefs, sports nutrition and fitness gurus, and lifestyle experts, to offer consumers advice about enjoying more fruits and vegetables every day;
- A key opinion leader outreach strategy to increase the prominence of fruits and vegetables in the broader food dialogue; and
- Continued support for food, nutrition and behavioral research as well as consumer insights and education to better understand the health, well-being, cultural and lifestyle benefits of enjoying a wide variety of fruits and vegetables.