fb-pixel Skip to main content

NEW YORK — What if cauliflower got the same type of marketing firepower as candy bars and potato chips?

A campaign launched Thursday plans to put that premise to the test by enlisting celebrities including actress Jessica Alba and NBA star Stephen Curry to shill for fruits and vegetables.

The campaign was announced by the Partnership for a Healthier America, which works with private companies and was created in conjunction with Michelle Obama’s Let’s Move! initiative to get families to eat better and exercise.

The push is being called ‘‘FNV,’’ which is intended to be a catchier way to refer to ‘‘fruits and vegetables.’’

Advertisement



‘‘We were inspired by the big brands and, can we do what they’re able to do?’’ said Lawrence Soler, CEO of the Partnership for a Healthier America.

To start, the campaign will primarily be on social media networks like Twitter, where short videos featuring Alba and NFL quarterbacks Colin Kaepernick and Cam Newton will be posted.

Additional videos will be released in coming days starring Curry, New York Giant Victor Cruz and others.

To give a hint of what’s to come, a teaser video for the broader campaign was posted online Thursday. The spot features stars with fruits and vegetables set to music.

Over time, Soler said the idea is to expand the campaign more broadly, although plans haven’t been pinned down.

The campaign for FNV was created by the ad agency Victors & Spoils, which lists clients including Coca-Cola and General Mills on its website.

Among those providing financial and other support for FNV are Bolthouse Farms, which makes premium juices and bagged carrots and is owned by Campbell Soup, and the Produce Marketing Association, a trade group whose members include Sunkist, Dole, Walmart, and Chick-fil-A.