May '11 PR Rankings Issue - Odwyerpr.com

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REPORT Food industry taps firms for $50 million PR push Food industry trade groups the Grocery Manufacturers Association and the Food Marketing Institute have tapped three PR firms to guide a $50 million industry campaign highlighting new “front of pack” nutrition labeling. By Greg Hazley Omnicom’s BBDO New York, along with independent PR firms Edelman and FoodMinds, won a competitive pitch for the year-long campaign to build public awareness of the industry’s effort to put more information about packaged foods in front of the eyes of consumers. The new labeling has been called Nutrition Keys, a voluntary, industrystandard labeling system to be displayed on the front of food and beverage packages that highlights data like calories, fat, sugars and fiber content, among other information. Pamela Bailey, President and CEO of 24 MAY 2011 WWW.ODWYERPR.COM GMA, said an “exhaustive selection process” was carried out to hire the three firms. BBDO will also work with sister firms Integer, PHD and Proximity. Bailey said the goal of the Keys initiative is “providing consumers — especially busy parents — with the information they need to make informed decisions when they shop.” Point-of-purchase displays, advertising and PR and digital/social media are all expected to play a part in the effort. FMI president and CEO Leslie Sarasin added in a statement: “We are committed to improving the health and nutrition of our customers, and have We create and move markets for forward thinking companies. Merritt Group is proud to be named as one of the “Top 15 Technology fi rms” by O’Dwyer’s Public Relations News. At Merritt, we combine the right mix of communications channels—whether it’s PR, marketing strategy, creative design or social media—to ensure that your messages resonate with the audiences that matter most. We have dedicated practices in Government, Enterprise Technology, Communications & Networking, Security, Healthcare and Clean Tech. To fi nd out more visit www.merrittgrp.com Reston, VA | San Francisco, CA In response to Michelle Obama’s “Let’s Move” campaign, the trade groups that represent U.S. food and beverage manufacturers have devised the “Nutrition Keys” labeling system, a series of black and white icons revealing nutritional content to be displayed on the front of foods and beverages. gathered some of the best minds in the business to help construct a creative and successful consumer education campaign that will reach consumers at the point-of-purchase and help them achieve a healthy diet.” Inspired in part by First Lady Michelle Obama’s “Let’s Move” campaign, as well as the specter of FDAimposed guidelines, the food industry said in January that it was implementing a voluntary plan to display nutrition data more prominently on food packages. The new labels are slated to appear on approximately 70% of food products by next year. Communications & Networking Enterprise Technology Government Clean Tech Healthcare Security
socialactivation socialstorytelling socialnetworking rfrelate@ruderfi nn.com The Americas • Europe • Asia Pacific • Middle East www.ruderfinn.com
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May '11 PR Rankings Issue - Odwyerpr.com

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