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GMA and FMI Select Agency Partners to Support $50 Million Nutrition Keys Consumer Education Campaign

GMA Press Contact

Roger Lowe / Brian Kennedy

office: 202-295-3954 / 202-639-5994

(Washington, D.C.)  The Grocery Manufacturers Association (GMA) and the Food Marketing Institute (FMI) today announced the selection of three globally-recognized agencies to support the GMA-FMI Nutrition Keys front-of-pack nutrition labeling initiative.

BBDO New York (along with its sister companies Integer, PHD and Proximity), Edelman and FoodMinds have been selected to work with GMA and FMI and their member companies to develop a dynamic and comprehensive $50 million, 12-month consumer education campaign that will build awareness, understanding and use of the Nutrition Keys icon.  The campaign will educate consumers through a variety of communications channels, including innovative point-of-purchase strategies, advertising and digital/social media.

“Because we are committed to providing consumers with the innovative products, tools and information they need to build and maintain a healthy diet, Nutrition Keys is a top priority for America’s food and beverage companies,” said Pamela G. Bailey, president and CEO of GMA.  “Through an exhaustive selection process, these agencies demonstrated a high-level of strategic thinking and creativity that will help Nutrition Keys meet its goal of providing consumers – especially busy parents – with the information they need to make informed decisions when they shop.  I look forward to working with the thought leaders at these agencies to develop a campaign that will not only capture the imagination of consumers, but that will also move us closer to our shared goal of reducing childhood obesity within a generation.”

“America’s supermarkets have tens of millions of interactions with shoppers each and every day,” said FMI President and CEO, Leslie G. Sarasin. “We are committed to improving the health and nutrition of our customers, and have 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.”


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About GMA
Based in Washington, D.C., the Grocery Manufacturers Association is the voice of more than 300 leading food, beverage and consumer product companies that sustain and enhance the quality of life for hundreds of millions of people in the United States and around the globe.  Founded in 1908, GMA is an active, vocal advocate for its member companies and a trusted source of information about the industry and the products consumers rely on and enjoy every day.  The association and its member companies are committed to meeting the needs of consumers through product innovation, responsible business practices and effective public policy solutions developed through a genuine partnership with policymakers and other stakeholders.  In keeping with its founding principles, GMA helps its members produce safe products through a strong and ongoing commitment to scientific research, testing and evaluation and to providing consumers with the products, tools and information they need to achieve a healthy diet and an active lifestyle.  The food, beverage and consumer packaged goods industry in the United States generates sales of $2.1 trillion annually, employs 14 million workers and contributes $1 trillion in added value to the economy every year.

About FMI
Food Marketing Institute (FMI) conducts programs in public affairs, food safety, research, education and industry relations on behalf of its 1,500 member companies - food retailers and wholesalers - in the United States and around the world. FMI's U.S. members operate approximately 26,000 retail food stores and 14,000 pharmacies. Their combined annual sales volume of $680 billion represents three-quarters of all retail food store sales in the United States. FMI's retail membership is composed of large multi-store chains, regional firms and independent supermarkets. Its international membership includes 200 companies from more than 50 countries. FMI's associate members include the supplier partners of its retail and wholesale members.

About BBDO
BBDO’s mantra is “The Work.  The Work.  The Work.”  Every day, people in 287 offices in 79 countries work job by job and client by client, to create and deliver the world’s most compelling commercial content.  BBDO is currently Network of the Year at Cannes, the world's most awarded agency network in The Gunn Report, and the most awarded global agency network across every marketing communications discipline in The Big Won.  BBDO was also named YoungGuns Network of the Decade, which recognizes the hottest creative talent under 30 years young.
BBDO Worldwide (as well as Integer and PHD) is part of Omnicom Group Inc. (NYSE-OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company. Proximity is part of BBDO Worldwide.

About Edelman
Edelman is the world’s largest independent public relations firm, with wholly-owned offices in 53 cities and 3,700 employees worldwide. Edelman was named Advertising Age’s top-ranked PR firm of the decade and one of its “2010 A-List Agencies” and “2010 Best Places to Work;” PRWeek’s “2011 Large PR Agency of the Year” and “2009 Agency of the Year;” European Excellence Awards’ “2010 Agency of the Year;” Holmes Report’s “Agency of the Decade” and “2009 Asia Pacific Consultancy of the Year;” and among Glassdoor’s top five “2011 Best Places to Work.” Edelman owns specialty firms Blue (advertising), StrategyOne (research), Ruth (integrated marketing), DJE Science (medical education/publishing and science communications), and MATTER (sports, sponsorship, and entertainment). Visit http://www.edelman.com for more information.

About FoodMinds 
Founded in 2006, FoodMinds is a food and nutrition company that harnesses science, public affairs and communications to help its clients tell a better story that makes a difference. FoodMinds applies its knowledge and critical thinking to help clients throughout the food and beverage value chain. FoodMinds was a finalist for the PRWeek Small PR Agency of the Year in 2010 and was ranked as the #5 food and beverage independent public relations firm in the U.S. by O’Dwyer’s in 2011. Visit www.foodminds.com to learn more.