The Grocery Manufacturers Association (GMA) and the Food Marketing Institute (FMI) announced the selection of three globally-recognized agencies to support the GMA-FMI Nutrition Keys front-of-pack nutrition labeling initiative.
BBDO New York (along with its sister companies Integer, PHD and Proximity), Edelman and FoodMinds have been selected to work with GMA and FMI and their member companies to develop a dynamic and comprehensive $50 million, 12-month consumer education campaign that will build awareness, understanding and use of the Nutrition Keys icon. The campaign will educate consumers through a variety of communications channels, including innovative point-of-purchase strategies, advertising and digital/social media.
“Because we are committed to providing consumers with the innovative products, tools and information they need to build and maintain a healthy diet, Nutrition Keys is a top priority for America’s food and beverage companies,” said Pamela G. Bailey, president and CEO of GMA. “Through an exhaustive selection process, these agencies demonstrated a high-level of strategic thinking and creativity that will help Nutrition Keys meet its goal of providing consumers especially busy parents with the information they need to make informed decisions when they shop. I look forward to working with the thought leaders at these agencies to develop a campaign that will not only capture the imagination of consumers, but that will also move us closer to our shared goal of reducing childhood obesity within a generation.”
“America’s supermarkets have tens of millions of interactions with shoppers each and every day,” said FMI President and CEO, Leslie G. Sarasin. “We are committed to improving the health and nutrition of our customers, and have gathered some of the best minds in the business to help construct a creative and successful consumer education campaign that will reach consumers at the point-of-purchase and help them achieve a healthy diet.”