Hasta La Creative!

Michelle Obama’s Partnership for a Healthier America is embracing old-school ad tactics in an attempt to push fruits and veggies.

The organization has formed an unlikely coalition of consumer packaged-goods companies, trade groups, nonprofits and the WWE to fund a new “brand” called FNV that will promote produce via a star-studded, multi-million-dollar ad campaign.

“FNV was inspired by big consumer brands, whose tactics are relentless, compelling, catchy and drive an emotional connection with their products,” PHA CEO Lawrence Soler said in a statement. “We want to do the same thing for fruits and veggies, which have never had an opportunity to act like a big brand. Until now.”

Continue reading at AdAge.com