Partnership for a Healthier America (PHA), created in conjunction with First Lady Michelle Obama’s Let’s Move effort, was tasked with launching a campaign to promote the health benefits of fruits and vegetables. After months of research but before launching the campaign nationally, PHA chose two markets within the U.S. in which to beta test this new campaign—and one of two markets was Fresno, California.
After an extensive RFP process, Archer & Hound was selected as the local agency of record to work with the various partners and promote fruits and veggies to the underserved. Dubbed FnV (for Fruits ‘n’ Veggies), the campaign was focused on increasing consumption of fruits and vegetables among teens and moms. For years, fruits and veggies stood by passively as the marketing machine cranked full-throttle, selling you everything from shoes to barbecues to shiny new sports cars. Taking over billboards, airwaves, and community events, this fun and exciting campaign shamelessly pushed peaches and sweet potatoes onto the public.
During the one-year beta, Archer & Hound deployed a street team that conducted three large kick-off events and twenty local pop-up events. Our bilingual community outreach team conducted English and Spanish events that reached thousands of people, putting fruits and veggies into each hand. We also secured media hits that equated to 21,239,908 impressions and $198,389 in paid media value.