WASHINGTON, D.C. |
April 11, 2011
Consumer Brands Association Statement in Response to New England Journal of Medicine Article on Front of Pack Nutrition Labeling
(Washington, D.C.) The Consumer Brands Association and the Food Marketing Institute (FMI) today announced the selection of three globally-recognized agencies to support the Consumer Brands Association-FMI Nutrition Keys front-of-pack nutrition labeling initiative.
BBDO New York (along with its sister companies Integer, PHD and Proximity), Edelman and FoodMinds have been selected to work with Consumer Brands Association and FMI and their member companies to develop a dynamic and comprehensive $50 million, 12-month consumer education campaign that will build awareness, understanding and use of the Nutrition Keys icon. The campaign will educate consumers through a variety of communications channels, including 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,” said Pamela G. Bailey, president and CEO of Consumer Brands Association. “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. I look forward to working with the thought leaders at these agencies to develop a campaign that will not only capture the imagination of consumers, but that 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 FMI President and CEO, Leslie G. Sarasin. “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.”
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About Consumer Brands
Association
Based in Washington, D.C., the
Consumer Brands Association is the
voice of more than 300 leading food,
beverage and consumer product
companies that sustain and enhance
the quality of life for hundreds of
millions of people in the United
States and around the globe. Founded
in 1908, Consumer Brands Association
is an active, vocal advocate for its
member companies and a trusted
source of information about the
industry and the products consumers
rely on and enjoy every day. The
association and its member companies
are committed to meeting the needs
of consumers through product
innovation, responsible business
practices and effective public
policy solutions developed through a
genuine partnership with
policymakers and other stakeholders.
In keeping with its founding
principles, Consumer Brands
Association helps its members
produce safe products through a
strong and ongoing commitment to
scientific research, testing and
evaluation and to providing
consumers with the products, tools
and information they need to achieve
a healthy diet and an active
lifestyle. The food, beverage and
consumer packaged goods industry in
the United States generates sales of
$2.1 trillion annually, employs 14
million workers and contributes $1
trillion in added value to the
economy every year.
About FMI
Food Marketing Institute (FMI)
conducts programs in public affairs,
food safety, research, education and
industry relations on behalf of its
1,500 member companies - food
retailers and wholesalers - in the
United States and around the world.
FMI's U.S. members operate
approximately 26,000 retail food
stores and 14,000 pharmacies. Their
combined annual sales volume of $680
billion represents three-quarters of
all retail food store sales in the
United States. FMI's retail
membership is composed of large
multi-store chains, regional firms
and independent supermarkets. Its
international membership includes
200 companies from more than 50
countries. FMI's associate members
include the supplier partners of its
retail and wholesale members.
About BBDO
BBDO’s mantra is “The
Work. The Work. The Work.”
Every day, people in 287 offices in
79 countries work job by job and
client by client, to create and
deliver the world’s most
compelling commercial content. BBDO
is currently Network of the Year at
Cannes, the world's most awarded
agency network in The Gunn Report,
and the most awarded global agency
network across every marketing
communications discipline in The Big
Won. BBDO was also named YoungGuns
Network of the Decade, which
recognizes the hottest creative
talent under 30 years young.
BBDO Worldwide (as well as Integer
and PHD) is part of Omnicom Group
Inc. (NYSE-OMC) (www.omnicomgroup.com), a leading global marketing and
corporate communications company.
Proximity is part of BBDO
Worldwide.
About Edelman
Edelman is the world’s largest
independent public relations firm,
with wholly-owned offices in 53
cities and 3,700 employees
worldwide. Edelman was named
Advertising Age’s top-ranked
PR firm of the decade and one of its
“2010 A-List Agencies”
and “2010 Best Places to
Work;” PRWeek’s
“2011 Large PR Agency of the
Year” and “2009 Agency
of the Year;” European
Excellence Awards’ “2010
Agency of the Year;” Holmes
Report’s “Agency of the
Decade” and “2009 Asia
Pacific Consultancy of the
Year;” and among
Glassdoor’s top five
“2011 Best Places to
Work.” Edelman owns specialty
firms Blue (advertising),
StrategyOne (research), Ruth
(integrated marketing), DJE Science
(medical education/publishing and
science communications), and MATTER
(sports, sponsorship, and
entertainment). Visit
http://www.edelman.com
for more information.
About FoodMinds
Founded in 2006, FoodMinds is a food
and nutrition company that harnesses
science, public affairs and
communications to help its clients
tell a better story that makes a
difference. FoodMinds applies its
knowledge and critical thinking to
help clients throughout the food and
beverage value chain. FoodMinds was
a finalist for the PRWeek Small PR
Agency of the Year in 2010 and was
ranked as the #5 food and beverage
independent public relations firm in
the U.S. by O’Dwyer’s in
2011. Visit
www.foodminds.com
to learn more.