OMAHA, NE: ConAgra's Healthy Choice brand is teaming with the American Dietetic Association (ADA) to launch a new consumer education program about nutrition and healthy eating.
More than 1,000 press kits have been distributed to media outlets across the country discussing the new campaign, dubbed Supermarket Shopping Solutions.
Information is being sent to 2,500 dietitians. Members of the ADA are staging nutrition tours of local supermarkets in cities such as Tampa, Philadelphia, Pittsburgh, and Phoenix. A dietitian is also being used as a spokesperson for the campaign.
A pocket guide offering consumers shopping tips for finding nutritious foods is being sent to dietitians, and is also being made available to consumers at www. healthychoice.com. In all, at least 10,000 guides will be made available. Tips include how to select healthy cuts of meat, and nutrition information about frozen fruits and vegetables.
Healthy Choice is working with Chicago firm Dome Communications on the campaign.
While the media has increasingly been reporting on issues related to obesity and poor eating habits in America, that didn't influence the timing of the new campaign, said Joe Ennen, VP and GM of Healthy Choice.
The new initiative "will continue to build the image consumers have of Healthy Choice," he said. "Fundamentally, the brand is and has historically been devoted to healthy eating. What we really want consumers to do is see us more and more as an ally," he said.
While the local supermarket tours will end in April, the effort will continue with dietitian and media outreach, along with website information.
The program's health-oriented pitch is getting positive response from food editors, according to Ennen. "What we have gotten from the media is a very healthy reception," he said.