­­Awareness of the Fruits and Veggies (FNV) Campaign Among Target Audiences in California and Virginia: A Cross-sectional Study

Abstract Background The Partnership for a Healthier America launched the branded Fruits & Veggies (FNV) Campaign in 2015 to promote fruit and vegetable sales and intake to mothers and teens in two US pilot media market areas: Fresno, California and Hampton Roads, Virginia. Limited evidence is available on the effectiveness of marketing strategies to influence consumers’ fruit and vegetable demand. This cross-sectional study assessed associations between awareness of the FNV Campaign and attitudes, beliefs, intentions, and behaviors related to fruit and vegetable purchases and consumption among targeted audiences from the California and Virginia pilot markets. Methods Data were collected using an online survey between February and July 2017 using a purposive sample (n = 1604) of youth aged 14–20 years (n = 744) and mothers aged 21–36 years (n = 860). Results Approximately 20% (n = 315) of respondents reported awareness of the FNV Campaign. Youth aware of the FNV Campaign (n = 167) reported higher intentions to buy (p = 0.003) and eat (p = 0.009) fruits and vegetables than unaware youth respondents. Mothers aware of the FNV Campaign (n = 148) reported greater encouragement for friends and family to eat fruits and vegetables (p = 0.013) and had approximately 1.5 times higher odds of reporting trying a new fruit or vegetable (p = 0.04) than unaware mothers. Daily fruit and vegetable intake frequency did not differ by Campaign awareness. Conclusions Awareness of the FNV Campaign was associated with limited but positive cognitive and behavioral outcomes among target audience respondents. The present findings can inform future research to enhance understanding and improve effectiveness of FNV Campaign marketing practices as it expands throughout new markets nationwide.