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An Introduction to the New National and California Brands

Rebranding the. 5 a Day Campaign. An Introduction to the New National and California Brands. Ben Melendrez 5 a Day - Power Play! Campaign Los Angeles Regional Nutrition Network. May 16 th , 2007. Today’s Agenda. National 5 A Day Program The case for change Research behind the new brand

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An Introduction to the New National and California Brands

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  1. Rebranding the 5 a Day Campaign An Introduction to the New National and California Brands Ben Melendrez5 a Day - Power Play! CampaignLos Angeles Regional Nutrition Network May 16th, 2007

  2. Today’s Agenda • National 5 A Day Program • The case for change • Research behind the new brand • The new brand for National 5 A Day • California 5 a Day and Nutrition Network • The case for change • Research behind the new brand • California’s new brand • How do these brands work with kids? • Next steps • Questions

  3. The National Case for Change • New dietary recommendations for fruits & veggies: MyPyramid & 2005 Dietary Guidelines for Americans • Consumption is still low 1991 1996 2003 2007

  4. National Partners Involved in New Brand Development • American Cancer Society • American Diabetes Association • American Heart Association • Centers for Disease Control & Prevention • National Alliance for Nutrition & Activity • National Cancer Institute • National Council of Fruit & Vegetable Nutrition Coordinators • Produce for Better Health Foundation • Produce Marketing Association • United Fresh Produce Association • US Department of Agriculture: • Food, Nutrition & Consumer Services • Research, Education & Economics • Marketing & Regulatory Programs

  5. Focus on small achievable steps, getting consumers to eat more fruits and veggies over time Be an ally to mom, sending a credible message that promotes her responsibility Be realistic and remind consumers why they should eat more fruits and veggies ! ! ! Overall Learning from Consumer Research

  6. Issues to Address about the New Brand • Alwayssay & write: Fruits & Veggies_More Matters; never just “More Matters” or “FVMM” • The logo is only available in English

  7. New Brand Implementation • California is currently working with the National Program to agree to licensing terms • CA Dept of Health Services will sublicense to local organizations • Must monitor appropriate use • “Brand Guidelines” and tools for consistent implementation will be provided

  8. The California Case for Change • California 5 a Day Campaign needed to rebrand • Two California brands – California 5 a Day and California Nutrition Network -- could be transitioned to one, more powerful brand • Fruits and Veggies—More Matters! focuses on only one of the Network’s objectives • Need for more California-specific, flexible brand identity

  9. California’s Transition California Nutrition Network for Healthy, Active Families Network for a Healthy California California 5 a Day Campaign

  10. Low-income mothers prefer colorful graphic featured in new logo; see themselves as potential Champions for Change Network partners see themselves as Champions for Change New brand’s tone should be empowering ! ! ! Overall Learning from Research

  11. Issues to Address About the New Brand • Our new organization name is: • Network for a Healthy California • The 5 a Day Campaigns and Programs will now be called: • Network for a Healthy California—Latino Campaign • Network for a Healthy California—African American Campaign • Network for a Healthy California—Children’s Power Play! Campaign • Network for a Healthy California—Retail Program • Network for a Healthy California—Worksite Program • The Regional Nutrition Networks will now be called: • Regional Networks for a Healthy California • Network for a Healthy California--_________ Region

  12. Issues to Address About the New Brand (cont.) • Languages • Spanish translation • la Red para una California Saludable • Campeones del Cambio • Future languages for the consumer message are still to be determined

  13. Advertisements Bring Empowerment to the Public

  14. Retail uses Point-of-Sale Merchandising to Empower Consumers

  15. Child-Targeted Branding • Logos tested with upper elementary and middle school children • Champions for Change lacked kid-appeal and was difficult for them to understand • Fruits and Veggies—More Matters! more appealing • Proposed Power Play! text treatments tested very strongly with 9- to 11-year-old children

  16. Next Steps • Release of new brand guidebook to all Network-funded projects. • California’s brand launch on May 17, 2007 • Introduction of new advertising campaign in conjunction with launch • Phase-in of new brand on all Network materials produced at the state-level.

  17. For More Information, Contact: • Centers for Disease Control and Prevention: www.fruitsandveggiesmatter.gov • Network for a Healthy California: www.networkforahealthycalifornia.net and www.cachampionsforchange.net (coming in May 2007) • Produce for Better Health Foundation: www.fruitsandveggiesmorematters.org New Websites

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