Publication
Awareness and Outcomes of the Fruits and Veggies (FNV) Campaign to Promote Fruit and Vegetable Consumption among Targeted Audiences in California and Virginia: A Cross-sectional Study
Publisher:
Research Square Platform LLC
Date:
22-10-2020
DOI:
10.21203/RS.3.RS-27886/V2
Abstract: Background: The Partnership for a Healthier America launched the branded Fruits & Veggies (FNV) C aign in 2015 to promote fruit and vegetable sales and intake to moms and teens in two United States pilot market areas: Fresno, California and H ton Roads, Virginia. The aims of this cross-sectional study were to: 1) assess brand awareness and fruit- and vegetable-related outcomes among respondents from the target audiences of the FNV C aign (i.e., moms and teens) in the Fresno, CA and H ton Roads, VA market locations and 2) examine whether reported awareness of the FNV C aign was associated with differences in cognitive and behavioral outcomes related to fruit and vegetable purchases and intake among the target audiences in the two markets. Methods: Data for this cross-sectional study were collected using an online survey (February to July 2017) administered to a non-probability convenience s le (n=1604) of youth aged 14–20 years (n=744) and moms aged 21–36 years (n=860) in the two pilot markets. Binary logistic regression was used to examine associations between FNV brand awareness and dichotomous variables, and analysis of covariance was used to assess associations with continuous variables, after controlling for sociodemographic characteristics. Results: Approximately 20% (n=315) of respondents reported awareness of the FNV C aign. Youth aware of the FNV C aign (n=167) reported higher intentions to buy (p=0.003) and eat (p=0.009) fruits and vegetables than unaware respondents. Mothers aware of the FNV C aign (n=148) reported greater encouragement for friends and family to eat fruits and vegetables (p=0.013) and were approximately 1.5 times more likely to report trying a new fruit or vegetable (p=0.04) than mothers unaware of the FNV C aign. Daily fruit and vegetable intake frequency did not differ by FNV C aign awareness. Conclusions: Awareness of the FNV C aign was associated with limited but positive cognitive and behavioral outcomes among target audience respondents. These findings can inform future research to enhance understanding and improve effectiveness of the FNV C aign as it is expanded to new markets nationwide.