Client Objective: Get Americans to eat more fruits and vegetables by any means necessary.
Research revealed: Education does not cause behavior change.
Americans are more educated than any other country on health and nutrition, yet we are the most unhealthy. In fact, a survey earlier this year revealed that the French know much less about basic nutrition than we do (for example, 40% of French respondents didn’t know the fat content of whole milk, versus 4% of Americans). BUT, THEY ARE MUCH HEALTHIER.
American consumers are constantly barraged tempting messaging and imagery encouraging them to consume foods that they know are bad for them. At the same time, friends, family, physicians, and many advertising campaigns are telling them to change their behavior for the sake of their health. This causes confusion and turmoil and ultimately leads to an "All or nothing" attitude when it comes to healthy eating.
American's have become "foodists." Casting out certain foods as all bad and other foods as "super." What happened to a balanced diet?
Add it in: The easiest way to reach a balanced diet is to simply ADD in the good stuff!
Step 1: You’re eating buttered toast Step 2: You’re eating buttered toast with avocado added to it Step 3: You’re just eating toast with avocado
Take a step Back: Great, now how can we get them to do this? Let's look at the American Grocery Shopper and their in store experience. When entering a typical grocery store, consumers see the produce section, and then there's everything else. Produce lacks flashy packaging. Produce lacks personality. Produce lacks instruction.
Grocers and manufacturers are capitalizing on Americans' lack of time and pursuit of convenience with single serve, already prepared, or 1-3 step meals. Produce typically requires multiple steps to prepare and many consumers aren't even sure how to start.
Insight: Time starved, and convenience driven, shoppers take one look at the produce aisle and think, "too much work."
Strategy: Level the playing field for fresh fruits and vegetables by making them easy to buy, prepare, and consume.
TEAM: Spencer Isaac - Cecelia Parrish - Brittany Heit - Elizabeth Daniel - Geoff Castillo