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Fruits & Veggies ‐ More Matters: Development of a relevant brand identity
Author(s) -
Hoy Katherine,
Pivonka Elizabeth,
Boyce Barbara
Publication year - 2007
Publication title -
the faseb journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.709
H-Index - 277
eISSN - 1530-6860
pISSN - 0892-6638
DOI - 10.1096/fasebj.21.5.a673-c
Subject(s) - slogan , logo (programming language) , logos bible software , identity (music) , advertising , formative assessment , psychology , business , computer science , aesthetics , art , political science , pedagogy , politics , law , programming language , operating system
The process of developing a new brand includes establishing an identity that communicates its spirit. Our purpose is to describe the research that led to the development of the verbal and visual representations that communicate the new Fruits & Veggies—More Matters ™ brand. Formative research to develop the slogan and logo included input from 1033 grocery shoppers who completed an online questionnaire. Reactions to the slogan alone included that it communicates general health benefits of fruits and vegetables (F/V)(41%), specific F/V (14%); people should eat more (13%). All benefits of F/V(e.g. health, energy, variety, well‐being, feel better) were recognized as important in driving decisions to eat/serve F/V. Three logos, presented in random order, showed the juggler ranked by 51% as communicating the qualities and benefits of F/V the best, especially ‘providing energy’ and ‘making a person feel better’. When slogan and logo were viewed together, the slogan increased interest in eating more F/V ‘extremely well’ (27%), ‘very well’ (35%), and ‘somewhat well’ (28%). Reasons given included ‘the health message of F/V’ (29%); reminder value (11%), ‘like logo and symbolism’ (10%). Negative reactions included ‘vague’ (8%), ‘not enough to change habits’ (6%), ‘boring’ (3%) and ‘not new info’ (3%). The Fruits & Veggies—More Matters ™ brand identity is relevant, inspiring, and serves as a platform for tailored messages.