Produce For Better Health Foundation Announces Successful Launch of State Of The Plate Consumption Research
BRENTWOOD, MO - With technology making it easier than ever to spread the word about the benefits of fresh produce, Produce for Better Health (PBH) Foundation has capitalized on the developments with its State of the Plate: America’s Fruit and Vegetable Consumption Trends research which used integrated marketing and communications campaigns to help garner even more success. The hardwork on behalf of the organization paid off. Overall, PBH’s marketing and communications efforts generated a whopping 640 million impressions, including media coverage in major markets and consumer outlets.
“With fruit and vegetable consumption habits continuing to decline, we wanted to ensure that this year’s State of the Plate launch would break through the noise and directly inspire consumers with creative, easy solutions,” said Wendy Reinhardt Kapsak, MS, RDN, President and CEO. “We’re thrilled to continue to grow PBH’s reach and industry leadership with our new consumer-facing media engagement strategy and relationship-building efforts. Our collective campaign extended an invitation to all Americans to Have A Plant®, with data-driven insights to help them enjoy happier, healthier lives with fruits and vegetables.”
The campaign is part of PBH’s ongoing efforts to elevate new fruit and vegetable consumption behaviors to a national priority. According to a press release, this is the first time that PBG has included consumer media relations outreach as part of a research release campaign, and it will help give Americans the tool to increase their fresh produce intake in order to lead healthier lives.
The launch of the State of the Plate research included a wide range of activities that all contributed to the far-reaching success of the campaign, such as:
- 248 placements and 222 million impressions in top tier media outlets including Yahoo! Finance, MarketWatch, and Seeking Alpha
- Nearly 4.5 million social media impressions through the plant-packed, showstopper “Sing It With Me!” consumer campaign creating memorable fruit and veggie puns with popular song lyrics such as “Oops, I bit it again,” “Can’t stop the peelin’” and “Sweet dreams are made of peas”
- More than 30 million impressions from satellite media tour television and radio coverage in 35+ markets, featuring registered dietitian and PBH President and CEO, Wendy Reinhardt Kapsak, as a spokesperson, in markets from New York to Los Angeles
As part of the campaign, PBH also partnered with FLM Harvest, a strategic consulting, marketing, and communications agency for the agriculture and food markets. In 2020, PBH was selected by FLM as the recipient of its 2020 Seed to Succeed pro-bono grant program, which provided up to $75,000 in services to promote the PBH State of the Plate fruit and vegetable consumption research.
FLM Harvest also played a central role in developing the overall launch and communications strategy for the PBH State of the Plate research, which included creative content development as well as media planning and engagement.
Congratulations to PBH for this impressive milestone and successful campaign!