GMA, FMI Select Agencies for Nutrition Keys Campaign

The Grocery Manufacturers Association (GMA) and the Food Marketing Institute (FMI) have retained BBDO New York (along with its sister companies Integer, PHD and Proximity), Edelman and FoodMinds to support the trade organizations’ joint Nutrition Keys front-of-pack nutrition labeling initiative.

The globally recognized agencies’ brief is to develop a $50 million, 12-month consumer education campaign that will build awareness, understanding and use of the Nutrition Keys icon. Consumers will learn about the new program through a range of communications channels, among them innovative point-of-purchase strategies, advertising and digital/social media.

“Because we are committed to providing consumers with the innovative products, tools and information they need to build and maintain a healthy diet, Nutrition Keys is a top priority for America’s food and beverage companies,” noted Pamela G. Bailey, president and CEO of Washington-based GMA. “Through an exhaustive selection process, these agencies demonstrated a high level of strategic thinking and creativity that will help Nutrition Keys meet its goal of providing consumers -- especially busy parents -- with the information they need to make informed decisions when they shop.” It is Bailey’s hope that the campaign “will not only capture the imagination of consumers, but … will also move us closer to our shared goal of reducing childhood obesity within a generation.”

“America’s supermarkets have tens of millions of interactions with shoppers each and every day,” said Leslie G. Sarasin, president and CEO of Arlington, Va.-based FMI. “We are committed to improving the health and nutrition of our customers, and have gathered some of the best minds in the business to help construct a creative and successful consumer education campaign that will reach consumers at the point of purchase and help them achieve a healthy diet.”

BBDO Worldwide, as well as Integer and PHD, is part of Omnicom Group Inc., a global marketing and corporate communications company. Proximity is part of BBDO Worldwide. The renowned New York-based advertising agency has 287 offices in 79 countries. Chicago-based Edelman is the world’s largest independent public relations firm, with wholly owned offices in 53 cities and 3,700 employees worldwide. Founded in 2006, Oakbrook Terrace, Ill.-based FoodMinds is a food and nutrition company that employs science, public affairs and communications to empower clients.