Produce for Better Health Foundation

Breakthrough Produce Strategy: 5 A Day the Color Way

The health benefits of eating fruits and vegetables have gradually penetrated the American psyche–but not deep enough to significantly change daily eating habits. That’s why the Produce for Better Health Foundation (PBH), a leader of the National 5 A Day Partnership, asked members of our team to help reinvigorate their healthy eating campaign.  As 5 A Day entered its second decade, our challenge was to help PBH create an appetite for real change in American consumers’ behavior.

We began by developing a new and colorful brand identity and a set of integrated consumer and trade marketing communication tools that would transform the way consumers think about fruits and veggies. The result was the 5 A Day The Color Way campaign.

Eat Your Colors

Our program leveraged the science-based phytochemical benefits of colorful fruits and vegetables to infuse energy and clarity into the 5 A Day message. Our goal was to make it easy and compelling for consumers to “eat their colors.”

Key elements of the program included:

  • 5 A Day The Color Way logo, theme and brand identity
  • A 5-color model designed to simplify the color story for consumers
  • Consumer guides to the health benefits of fruits and vegetables
  • 3 national public service TV spots
  • A strong 5 A Day The Color Way web presence aimed at multiple audiences
  • Merchandising and POS materials for the retail environment

Armed with a full arsenal of powerful campaign tools, we carried the 5 A Day The Color Way message to American audiences in an integrated campaign that targeted health-conscious moms with kids, students, nutritionists and key consumer influencers and the supermarket trade.

Our 5 A Day The Color Way model organized all fruits and veggies into five basic color groups under the umbrella message, “Fight Cancer, Heart Disease & the Effects of Aging.” The model was designed to simplify the color story for consumers.
Handy point-of-sale materials helped shoppers navigate the produce section by color, providing information about the health benefits of a wide variety of fruits and veggies.
We facilitated a partnership with Crayola and Dole to promote the message to younger children and their families. This 5 A Day The Color Way coloring book encouraged kids to eat a rainbow of colors every day.
Consumers loved this pocket-sized guide, which provides information on each color group. It serves as a handy guide to the phytochemicals and potential health benefits of fruits and veggies in each group.
Our school foodservice promotional program included an Eat Your Colors poster series for cafeterias and food courts, targeting the hard-to-reach teen audience.
As the agency for PBH, we took on the challenge of bringing the 5 A Day healthy eating campaign to the national public debate on obesity. In a partnership with the California Nutrition Network, we produced two hard-hitting television ads that became the centerpiece of a California campaign to change attitudes and behavior about diets, nutrition and exercise.