Go with the Grain

CHALLENGE

In 2009, as consumer interest in low-carb dieting and low-carb products wanes, a new movement was trending highlighting the importance of incorporating Whole Grains into a healthful diet. The release of the 2010 dietary guidelines, in fact, encouraged Americans to make half their grains whole grains.   At the same time, consumers were becoming more and more interested in becoming more active.  Being fit and getting active began to take hold in all facets of society, especially with the popularity of reality TV programming documenting personal transformation.

The Grain Foods Foundation needed a campaign to intersect these two cultural phenomena.

Go With the Grain

INSIGHT
Studies recommend 45-65 percent of daily calories come from carbohydrates to provide enough energy and fuel for physical activity and good health. Whole grains, such as high-fiber oat-bran cereal and brown rice, beans for protein and fiber, and fruits and vegetables, such as okra and eggplant are all great sources of the fuel our bodies need. Plus they incorporate minerals, vitamins and fiber into your diet.

STRATEGY
Educating consumers on the wide variety of grains, enriched and whole, and their role in fueling an active life became a primary objective. Digital media became a powerful medium, specifically social media. GFF offered tips and recipes on gowiththegrain.org and daily motivation on Twitter. Fans were able to post questions and tips for others on Facebook.

Educating consumers on healthy carbs, the various options and their role in a healthy diet became a primary objective. Digital media became a powerful medium, specifically social media. GFF offered tips and recipes on gowiththegrain.org and daily motivation on Twitter. Fans were able to post questions and tips for others on Facebook.

CREATIVE SOLUTION
The campaign’s message was to encourage consumers to “Go with the Grain” as part of a healthy, active lifestyle. You need grains to fuel your body and maintain energy for daily tasks.

Creative/Content

Launch with Celebrity Trainer Bob Harper
GFF launched the campaign with Bob Harper, personal trainer/author of “The Biggest Loser” fame as the spokesperson. GFF orchestrated ‘get fit’ events in local parks across the country. GFF created a contest where consumers could enter for the chance to win a trip to Los Angeles for a 90-minute one-on-one training session with Harper: Win a One-on-One with Bob Harper.

Throughout the campaign, several promotions were introduced:

  • The Daily 6 – An Easy Way to Go with the Grain with the following messaging: the USDA recommends at least six one-ounce servings of grains daily to maintain a healthy diet.
  • Rise with the Good Nutrition of Bread. A video series featuring nutrition experts, celebrity athletes and FITNESS magazine sharing tips on incorporating healthy grains into your diet.

Media Coverage