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Arizona Nutrition Network

This micro-campaign aims to promote the importance of eating whole grains as part of a healthy diet. The primary message encourages people to make half of their grains whole, every day. The secondary messaging includes trying new whole grains and looking for the word "whole" on food labels. The campaign targets Champion Moms and focuses on overcoming barriers such as taste, lack of knowledge, resistance to trying new things, and cost.

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Arizona Nutrition Network

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  1. Arizona Nutrition Network 2012 WHOLE GRAINS Social Marketing Micro-Campaign

  2. CAMPAIGN MESSAGING Primary Message Make half your grains whole, everyday.

  3. CAMPAIGN MESSAGING Secondary Messaging: • Try new whole grains • Look for the word “whole” • Take small steps by eating whole grains everyday • Eating Whole Grains: • is an important part of a healthy diet • is a healthy choice for everyone in your family

  4. HOW DO WE DETERMINE OUR MESSAGING? • Concept Testing: August, 2010 • Barriers: taste, no knowledge about how to prepare, not liking to try new things and cost.

  5. MESSAGE EFFECTIVENESS Tools: Pre & Post Tests Sample: Target audience of 800 Champion Moms Statewide: Tucson, Flagstaff, Winslow, Phoenix, Prescott, Yuma

  6. CREATIVE DIRECTION • Celebrating the last year’s Champion Moms • Champion Moms and icons are still victorious, relevant, confident, engaging and fun!

  7. WHOLE GRAINS CAMPAIGN • :30 TV Spots Advertising • Collateral Materials • Web Site: Updates & New Video Online Ads • Community Outreach

  8. Whole Grain Marketing Collateral Fun Food News Posters Recipe Cards Campaign Tool Kit/Event in a Box (online) Educational Reinforcement Item (ERI)

  9. Campaign Materials

  10. Campaign Materials

  11. Campaign Materials

  12. Campaign Materials

  13. Campaign Materials

  14. Campaign Materials

  15. WEBSITE NEWS CURRENTLY IN FINAL PHASE OF WEBSITE REFRESH • EatWellBeWell.org • ComeSanoViveMejor.org

  16. 2012 CAMPAIGN FLIGHT January – April: Whole Grains May – August: Healthy Proteins ***Sept. – Dec.: Part of FY13 TBD

  17. 2012 WHOLE GRAINS • :30 TV Spots • Online Video Ads (Both English & Spanish)

  18. Questions? Comments? Confused? Contact: Veronica Vaughn or Sue Briody Go to website: EatWellBeWell.Org ComeSanoViveMejor.Org

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