Healthy food companies are warning consumers to “prepare to be marketed to,” as they band together to launch a new campaign that seeks to give fruits and vegetables the same advertising power and visibility as junk food by enlisting the help of professional athletes and movie stars. The campaign was announced by the Partnership for a Healthier America (PHA) as a way to increase the consumption and sales of fruits and vegetables among teens and moms.
Known as “FNV,” a catchy way to say fruits and vegetables, the social campaign was launched last month with a teaser video offering a peek at its celebrity backing which includes actors Kristen Bell and Jessica Alba, the WWE’s John Cena, musician Nick Jonas, New York Giants Wide Receiver Victor Cruz, Golden State Warriors Point Guard Stephen Curry, Memphis Grizzlies Forward Jeff Green, San Francisco 49ers Quarterback Colin Kaepernick and Carolina Panthers Quarterback Cam Newton.