5 A DAY

Background

The 5 A DAY campaign needed to get stakeholders and media on side to promote the health benefits of eating more fruit and vegetables, particularly among parents in lower socio-economic groups. It was crucial that the messages about what counts towards five portions of fruit and veg a day were consistent.

Activities

M&F worked with stakeholders and retailers to get their backing for the campaign and its logo before the consumer launch. An ongoing media campaign to target hard to reach demographic groups was supported by activities including a magazine-style tips booklet to encourage mums to prepare more fruit and veg for their families, a survey on young people leaving home for the first time’s eating habits, and a radio competition asking 7-11 year olds to write an advert about 5 A DAY.

Impact

More than 700 organisations and companies are now using the 5 A DAY logo. The Food Standards Agency found that there has been a 28% increase in awareness of 5 A DAY since 2000, and people are more knowledgeable about portion sizes and what counts. By 2006, 55% of people responding to the FSA Consumer Awareness Survey reported that they were eating 5 A DAY.