By Greg Hazley
Food industry trade groups the Grocery Manufacturers Association and the Food Marketing Institute have tapped three firms to guide a $50M industry campaign highlighting new “front of pack” nutrition labeling.
Nutrition Keys label |
Omnicom’s BBDO New York, along with independent PR firms Edelman and Food Minds, won a competitive pitch for the year-long campaign to build public awareness of the industry’s effort to put more information about packaged foods in front of the eyes of consumers.
The new labeling has been called Nutrition Keys and highlights data like calories, fat, sugars and fiber content, among other information.
Pamela Bailey, president and CEO of GMA, said an “exhaustive selection process” was carried out to hire the three firms.
BBDO will also work with sister firms Integer, PHD and Proximity.
Bailey said the goal of the Keys initiative is “providing consumers – especially busy parents – with the information they need to make informed decisions when they shop.”
Point-of-purchase displays, advertising and PR and digital/social media are all expected to play a part in the effort.
FMI president and CEO Leslie Sarasin added in a statement: “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.”
Inspired in part by First Lady Michelle Obama’s “Let’s Move” campaign, as well as the specter of FDA-imposed guidelines, the food industry said in January that it was implementing a voluntary plan to display nutrition data more prominently on food packages.
|