Nutrition Facts Label Campaign Focus Groups (Formative Research and Stimulus Testing)

NFL CONSUMER
AWARENESS THEMES

OMB No: 0910-0497

Appendix III

Expiration Date: 10/31/2020

Overview
The goal of this campaign is to raise awareness of the new Nutrition Facts label and to
encourage consumers to look for the new label when shopping or cooking and to visit the
FDA’s website for more information.
The following three campaign theme options all meet the same goal, but use different
approaches to communicate and connect with consumers.

1: Designed to make a difference.

Designed to make a difference.
This campaign honestly admits what the Nutrition Facts label cannot do. Featuring a cast of
people from different backgrounds looking at packaging with the new NFL, the following
video and ad feature vignettes with quick back-and-forth responses to the question:
What can the new Nutrition Facts label do for you?
Example language:
Can it help with my house plants?

No.

Home decor?

Nope.

Choosing the right mattress?

Negative.

Get better gas mileage?

Sorry.

Will it make my roommate a better cook?

We can’t make any promises, but
using this new tool can help you
make healthier dietary decisions
from calories to serving sizes.

VO: Designed to make a difference. Look for the new Nutrition Facts label on
products when shopping and visit www.here.gov to learn more.

Designed to make a difference.

VO: What can the new Nutrition Facts
label do for you?

Designed to make a difference.

VO: We can’t make any promises…

VO: … but using this new tool can help you
make better decisions about what you eat…

Designed to make a difference.

VO: Designed to make a difference…

VO: Look for the new, easier-to-read Nutrition
Facts label on products when shopping and
visit www.here.gov to learn more.

Designed to make a difference.
Print Advertisement (example)

Theme 2: Could it be your new best friend?

Could it be your new best friend?
In this video and ad, a cast of household pets give their points of view and commentary on
the newly redesigned Nutrition Facts label.
For example, In one vignette, a perky terrier recognizes the Nutrition Facts label as
something her owner is using to eat healthier.
Other pets have reactions to the Nutrition Facts label akin to their personality—like the
forgetful goldfish, who keeps seeing the new label for the ‘first’ time.

Could it be your new best friend?

DOG: Healthier meals and more evening walks.
Thank you, thank you, FDA.

VO: Introducing the new Nutrition Facts label…
as part of a healthy lifestyle,

VO: Could it be your new best friend?

CAT (talking to the jar with NFL): “So… what’s
new with you?”

Could it be your new best friend?

VO: …After all, this new, easier-to-read tool
can help you and your family…

GOLDFISH (swimming in circles past package):
“Oh look, a new label.” “Oh look, a new label.”
“Oh look, a new label.”

VO: …make healthier food choices.

VO: So look for the new Nutrition Facts
label…

Could it be your new best friend?

VO: … on products where you shop, and visit
www.here.gov to learn more.

Could it be your new best friend?
Print Advertisement (example)

Theme 3: It’s what’s inside that counts.

It’s what’s inside that counts.
In this theme, the Nutrition Facts label is personified in a world where food and packaging
comes to life in relatable ways. It also explores how the Nutrition Facts label shows you
what really matters, and what’s inside the food you eat.

It’s what’s inside that counts.

Open on a typical morning ritual episode,
where a mother character, represented as a
jar of pasta sauce, is encouraging her
uncooperative son, represented as a smaller
can of tomato paste, to please put on his
Nutrition Facts label, as they get ready for
their day. It’s clear that he is stubborn and
does not want to cooperate.

SON: But Mom, why do I have to wear my label???

MOM: Because, I want everyone to see what you’re
made of—it’s an important part of what makes you
who you are.

VO: : Mom’s right—as usual. Introducing the new
Nutrition Facts label...

It’s what’s inside that counts.

Cut to two roommates. Roommate 1 is having
a hard time picking an outfit that matches her
personality. Quick cuts of her trying on
different labels (double label, wide label, etc.)
Nothing’s working until Roommate 2 makes a
final suggestion… dialogue goes like this:
ROOMATE 1:
ROOMATE 2:
ROOMATE 1:
ROOMATE 2:
ROOMATE 1:
ROOMATE 2:

No, I don’t know…
How about this…
That’s not me…
This?
Nope…
How about this…

ROOMATE 2: I know… this one…
ROOMATE 1: Yes! That is so me!

ROOMATE 1: Nah…

VO: Use this newly designed tool to help you make
healthier food choices.

It’s what’s inside that counts.

Cut to a young packaged food admiring
himself in the mirror. He is very happy with
the fit and finish of his newly designed label
and is feeling confident. A friend happens by,
notices the upgrade, and calls out…

FRIEND: Looking good, show off those nutrients!”

VO: Because it’s what’s inside that counts. Look for the new
Nutrition Facts label on products where you shop and visit
www.here.gov to learn more.

It’s what’s inside that counts.
Print Advertisement (example)

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