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4.5 Developing program, brand and promotional strategy |
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Currently over 30 countries promote the consumption of fruit and vegetables
through 5 a day-type programs and branding.
Most countries align messages with local government guidelines for the
consumption of fruit and vegetables. Some countries choose to use numbers
in their message – such as 5aday or Go for 2&5 - while others like the USA
recommend “More Matters”. An article by Noar may provide perspective
when considering your public health message.
The World Health Organization recommends a minimum of 400g of fruit and
vegetables per day (excluding potatoes and other starchy tubers) for the
prevention of chronic diseases and the prevention and alleviation of several
micronutrient deficiencies.
Once key messages are established it is important to have guidelines in place
that cover issues such as campaign style (logo / branding) and nutrition
criteria (covering issues such as recipe and specific product promotion).
Identifying target audience/settings
Existing programs target the following:
- Education settings
- Supermarkets and retailers
- Growers, processors, shippers, packers
- Food establishments
- Worksites
- Health sector
- Communities
- Consumers
Developing your brand
The following are examples of logos / branding from around the world:
Click the image to enlarge.
Remember the icon / logo conveys your brand, but is not the only aspect of a
brand message or philosophy. A brand that will drive consumption of fruit
and vegetables should attempt to address the consumer gap between the
concept that they should be eating more…and why? It should inspire and
motivate rather than scare and preach! And finally the brand should attempt
to change the belief or mind set of eating and drive to force a change!
Appendix 10 describes the development of USA’s More Matters public health
campaign.
Your brand should link into seven key principles of branding:
- It must capture the product’s uniqueness, essence or spirit with a big idea / concept
- It should win the target markets’ attention and inspire the imagination
- It must be of appropriate quality
- It should be kept simple
- It should be based on an image (and sound) that makes it unforgettable
- It must be appropriate for your target audience
- It must reinforce what you claim the product is capable of delivering (i.e. fruit and vegetables taste great!)
Your program should be creating a brand umbrella that establishes the brand
in a way that allows for partners and key stakeholders to link into and
leverage this branding in their licensed programs and activities.
Click the image to enlarge.
It is highly recommended that you produce a logo specifications sheet or
Style Guide for your members showing:
- Logo Specifications
- Preferred Logo
- Logo Variations
- Color Palette
- Typography
- Clear Space
- Minimum Size
- Misuse
- Brand in Copy
The Australian program has developed extensive criteria and guidelines
around the ‘Go for 2&5’ program. These are included in Appendix 11.
Developing nutrition criteria
Developing nutrition criteria ensures your program meets the dietary
guidelines promoted nationally in your country. A copy of the Australian ‘Go
for 2&5’ nutrition criteria is included in Appendix 12.
Guidelines for resource development
Resource development will vary by program and be dependant on funding
and partnership models. As an example the following vehicles could be
utilized in an integrated marketing strategy that leverages each tactic to
ensure the greatest impact and frequency of message. These vehicles are: - Mass Media (TV, Radio, Print) free advertising space regulated in some national markets provides Public Service Announcements for Not-for-Profit organizations
- Brochures (targeted to specific interest groups)
- In-Store Displays
- Retail Grocery Flyers
- Dedicated Web site
- Media relations and community outreach
- Free-phone number
- Support from health professionals and community programs
Many of the existing programs have limited funds to compete with multimillion
dollar corporate advertising campaigns. National programs have,
however, been successful in using branding and advertising models that
leverage the brand by targeting specific channels with partnership networks.
These models work by integrating marketing and social change to effectively
increase the frequency of messages and create a “PULL” at point of sale
(POS), which can influence the purchase of “one more” serving.
The PULL is very important as the retail outlet should not be used as the first
point of contact with the target group or the first level of educational
exposure. It should however be used as a means of reinforcing, at the point
of purchase, the message as to “why” they should consume more. PULL
means the consumer should already be aware of the message, brand or icon
before they reach the POS so that the messaging at a store level can have
the impact required to eat more fruit and vegetables.
In using this Channel marketing approach it is important to focus resources
by targeting groups with a high potential for change.
Click the image to enlarge. |
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Appendicies
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