MAKING FRUITS AND VEGGIES A BADGE-WORTHY BRAND

The Partnership for a Healthier America wanted us to build an ad campaign to fight childhood obesity. Instead, we built an entire brand. From scratch. Putting the power of advertising behind Fruits & Veggies, ‘FNV’ shamelessly markets to kids in the same way that processed food companies have for years. But instead of trying to trick the most advertising-skeptical cohort into buying into our message, we connected with them with a bluntly self-aware campaign.