WASHINGTON, DC: BBDO New York, Edelman, and FoodMinds, were hired to support a $50 million consumer educational campaign for the Grocery Manufacturers Association (GMA) and Food Marketing Institute's (FMI) Nutrition Keys front-of-pack labeling system, following a competitive review.
The 12-month campaign is expected to build awareness and teach the use of the Nutrition Keys icon, as well as educate consumers via point-of-purchase strategies, advertising, and digital and social media, said Sean McBride, VP of communications and marketing for GMA. The association wouldn't disclose how much of the $50m budget is earmarked for PR work. The Nutrition Keys system was announced in January.
“We're in planning mode right now,” McBride said. “The date for the launch of the campaign is really a factor of when the icon will be in sufficient quantity in the marketplace. Companies are working very hard, both manufacturers and retailers, to get the icon onto their packages and into the marketplace, and as that happens, through the balance of this year, we'll be keeping a really close eye on it, and we will time the consumer education campaign so that it will be most productive for consumers.”
GMA's McBride declined to name the other agencies involved in the RFP process, which began in late fall 2010. The FMI was not immediately available for comment.
Tish Van Dyke, GM and leader of the food and nutrition team at Edelman's DC office, said the firm will handle the campaign's engagement of key stakeholders, as well as building awareness, understanding, and usage of the system over time. Edelman previously worked with GMA on a project basis.
“We'll be working through earned media both online and offline targeted at nutrition influencers, consumers certainly, and then working on the point-of-sale front,” Van Dyke said. “It's really cool because it's a fully integrated campaign, and then working with the different agencies to provide a lot of synergies, and with a greater alignment, which means the reach of that campaign can be so much more.”
She added that the agency is excited to join their expertise with BBDO New York, which specializes in paid media, and FoodMinds' nutrition influencer community. BBDO New York's sister companies—Integer, PHD, and Proximity—will also support the campaign.