Campbell, PBH Team to Encourage Veggie Consumption Via V8

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Campbell, PBH Team to Encourage Veggie Consumption Via V8

Campbell Soup Co. and the Produce for Better Health Foundation (PBH) have joined forces to show people how to incorporate more vegetables in their diets, for optimal health. Currently, seven out of 10 Americans aren’t getting the recommended average of five vegetable servings daily. One major way Camden, N.J.-based Campbell is getting the word out is through a new advertising campaign for its popular V8® juice line.

The ads, which debuted last week, convey the message that all forms of vegetables -- whether fresh, frozen, dried, canned or in juice form -- “count,” by depicting a “vegetable counter” that appears over the heads of men and women, showing how drinking the 100 percent vegetable juice enables them to consume more vegetables. According to Campbell, based on analysis of the USDA food guide, one 12-ounce bottle of V8 juice provides three of the recommended five daily servings. As well as in the ads, this information is highlighted on V8 labels.

The campaign, created by New York-based Young & Rubicam, comprises five 15-second spots and one 30-second television ad.

“We are working with PBH through PR and some online support through social media,” Juli Mandel Sloves, Campbell’s senior manager, nutrition & wellness communications, told Progressive Grocer. “We will [also] be launching a V8 Twitter handle and Facebook page.”

According to PBH, two big reasons many people don’t eat enough vegetables are taste and convenience.

“Vegetables come in all shapes and sizes -- what’s important is to find the ones you enjoy because you are likely to eat more of them and develop long-term, healthy eating habits,” noted Elizabeth Pivonka, president of the Wilmington, Del.-based nonprofit organization, which runs the “More Matters” initiative to encourage greater consumption of fruits and vegetables. “Taking small steps, such as including 100 percent vegetable juice throughout your daily routine, can add up to big changes in your overall diet and, ultimately, total health. What’s great about V8 juice is that there are so many options to choose from to meet a variety of tastes and hectic lifestyles.”

Camden, N.J.-based Campbell is a global manufacturer and marketer of such products as soup, baked snacks and healthy beverages.