Partnership for a Healthier America asked us to come up with a way to get Fruits & Veggies in the conversation around the Super Bowl last year. Of course we didn't have the $4 Million to do a TV spot so our thought was to start developing a brand. Since fruits and vegetables were made up of all sorts of brands, we figured it'd be smart to pool them together into one big brand. The premise is simple, advertising works. So let's make a brand that can actually compete with other brands by doing the things big brands do. So, we invented FNV, the brand of Fruits N' Veggies. And we've begun acting like big brands: first creating a logo and then using product placement, celebrity endorsers, PR stunts, a brand website, social media channels and a bunch of other marketing tactics to get our name out there. The catch is, we're totally self aware about it, admitting that we'll put our logo pretty much anywhere we think it'll help get kids to eat more FNVs.