First Lady Michelle Obama unveiled a new advertising initiative to get Americans to eat fruits and vegetables this week.
The campaign, crafted by Victors & Spoils, encourages healthy eating by presenting healthy foods with the same marketing flair as fast food.
The multichannel campaign, called #TeamFNV (short for "fruits and vegetables"), challenges marketing tropes and endorses broccoli over Big Macs. The self-aware campaign video says, "Prepare to be marketed to."
"I want kids, parents, maybe even a few celebrities, to give me five ways to be healthy," Obama said this week on Facebook. Celebrities answering that call include Jessica Alba and NFL quarterbacks Colin Kaepernick and Cam Newton. Future videos will star Golden State Warriors point guard Stephen Curry, New York Giants wide receiver Victor Cruz, WWE wrestler John Cena and others.
Among the brands lending support for the campaign are Campbell's-owned Bolthouse Farms, Chick-fil-A, Dole, Jessica Alba's Honest Company, Robert Wood Johnson Foundation and Walmart.
The campaign coincides with the fifth anniversary of the First Lady's Partnership for a Healthier America (PHA) to end childhood obesity.
Website teamfnv.com and teaser video outline the campaign as it unfolds over the next months:
Client: Partnership for a Healthier America
Agency: Victors & Spoils