The Produce for Better Health Foundation will update the name and logo of its 5 A Day For Better Health program to promote fruit and vegetable consumption more aggressively.
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| 5 A Day logo gets a new look in 2007 |
The foundation’s National 5 A Day Partnership, a marketing collaboration between government and associations, hired branding agency Sterling Brands, New York, to handle the facelift. The new name and logo will be unveiled in early 2007.
“This is an incredible opportunity to take the equity we have developed in the 5 A Day brand and create a program identity that will motivate people to make fruits and vegetables the cornerstone of their meals and snacks,” said foundation President-CEO Elizabeth Pivonka in a statement.
Pivonka said the goal is “a more solid marketing platform for fruits and vegetables that is not linked to the [USDA’s food pyramid] variability in daily recommendations” and greater flexibility for program partners, including the American Diabetes Association, American Heart Association, Department and Health and Human Services’ Centers for Disease Control and Prevention, National Cancer Institute, Produce Marketing Association and the United Fresh Fruit and Vegetable Association.
Meanwhile, the Wilmington, DE-based foundation will continue promotions, including partnerships with produce marketers and retailers like Wal-Mart Stores, which ran a Fantastic Four event in June (June 22 Xtra).
