Social marketing: Impact on elementary school students' consumption of salad bar food items

Objective To evaluate the impact of a social marketing campaign (SMC) on 3rd‐5th graders' consumption of salad bar food items. Methods This study was a quasi‐experimental design with a convenience sample. Plate waste measurements of salad bar trays were collected in the intervention school throughout the school year; one measurement point served as a pilot. Plate waste data were collected to determine the selection and consumption of salad bar food items before and after the SMC implementation. A validated Fruit (F) and Vegetable (V) survey was administered to participants to assess F and V exposure, liking, and preference. Results There were no significant differences in liking of, preference for, or having ever tried Fs and Vs, pre‐ and post‐SMC. However, there was a significant decrease in plate waste (p=0.040). There were no interactions by grade level. Conclusion Results indicate that though liking of, preference for, or exposure to Fs and Vs may not have been impacted by the SMC, actual consumption of Fs and Vs appeared to increase. This may indicate that previously familiar, liked, and/or preferred Fs and Vs were consumed in a higher amount as a result of the SMC. The impact of the SMC on intake of Fs and Vs, whether familiar or novel, merits further investigation. Grant Funding Source : Tennessee Coordinated School Health