With obesity high on the national agenda, The Department of Health asked us to support their 5 A DAY campaign, which educated people on the importance of eating five portions of fruit and veg a day.
Stakeholder briefings were held to ensure buy in across the food industry and a media event was coordinated with MP, Hazel Blears and nutritionist, Amanda Ursell. Celebrity mums, Patsy Palmer and Melinda Messenger supported our intensive media campaign, which primarily targeted C2DE mums.
Over the four-year campaign, awareness of eating 5 A DAY rose by 26% and consumption by 28% (19% amongst the core target of C2DE mums). Support was gained from the majority of key industry bodies, retailers and manufacturers. The Co-operative and ASDA, along with 700 other stakeholders, began to use the 5 A DAY logo in-store from the time of launch – the perfect target for lower socio-economic groups.
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