­­Awareness and Outcomes of the Fruits and Veggies (FNV) Campaign to Promote Fruit and Vegetable Consumption among Targeted Audiences in California and Virginia: A Cross-sectional Study

Abstract Background: The Partnership for a Healthier America launched the branded Fruits & Veggies (FNV) Campaign in 2015 to promote fruit and vegetable sales and intake to moms and teens in two United States pilot market areas: Fresno, California and Hampton Roads, Virginia. The aims of this cross-sectional study were to: 1) assess brand awareness and fruit- and vegetable-related outcomes among respondents from the target audiences of the FNV Campaign (i.e., moms and teens) in the Fresno, CA and Hampton Roads, VA market locations; and 2) examine whether reported awareness of the FNV Campaign was associated with differences in cognitive and behavioral outcomes related to fruit and vegetable purchases and intake among the target audiences in the two markets. Methods: Data for this cross-sectional study were collected using an online survey (February to July 2017) administered to a non-probability convenience sample (n=1604) of youth aged 14–20 years (n=744) and moms aged 21–36 years (n=860) in the two pilot markets. Binary logistic regression was used to examine associations between FNV brand awareness and dichotomous variables, and analysis of covariance was used to assess associations with continuous variables, after controlling for sociodemographic characteristics. Results: Approximately 20% (n=315) of respondents reported awareness of the FNV Campaign. Youth aware of the FNV Campaign (n=167) reported higher intentions to buy (p=0.003) and eat (p=0.009) fruits and vegetables than unaware respondents. Mothers aware of the FNV Campaign (n=148) reported greater encouragement for friends and family to eat fruits and vegetables (p=0.013) and were approximately 1.5 times more likely to report trying a new fruit or vegetable (p=0.04) than mothers unaware of the FNV Campaign. Daily fruit and vegetable intake frequency did not differ by FNV Campaign awareness. Conclusions: Awareness of the FNV Campaign was associated with limited but positive cognitive and behavioral outcomes among target audience respondents. These findings can inform future research to enhance understanding and improve effectiveness of the FNV Campaign as it is expanded to new markets nationwide.