GETTING STARTED
GETTING STARTED
Select one food item that will star in the advertisement. It can be a singular, whole food, like a banana, a recipe or a dish, like a potato salad, an ingredient, like cinnamon, or even a broad product category, such as ‘Ready-to-Eat Cereal’, or ‘Instant Oatmeal’. Keep in mind that the advertisement must be original, so do not use existing packaged products, like ‘Naked Juice’ or ‘Cliff Bar’, or grocer’s brands, like ‘Trader Joe’s Milk’, since their marketing will be easy to unintentionally copy.
A. Describe the food in 150 words. Include information like where it originates, how it’s customarily eaten or used, where it’s purchased, what food group it fits, and for multi-ingredient products, what the main ingredients are. The most important part of section A is to identify 2-4 nutrients or phytochemicals that are featured in the food, including the amounts provided per standard-size serving. Be sure that the amounts per serving qualify to use the FDA nutrition claims described in section C and satisfy the audiences’ nutrition needs described in section B.
B. Describe the audience in 150 words. Include demographic information about who buys the food, what they value about it, which styles and cultures they might identify with, and most importantly, what their nutrition needs are.
C. Describe the advertisement in 150 words. Include information about the delivery format, like whether it’s a video, a graphic, a song, etc., and the styling used to attract the target audience, such as fonts, colors, and artistic themes. The most important part of section C is to identify at least two FDA-approved nutrition claims that will be featured in the ad. The claims can be Nutrient Content Claims, Health Claims, or Structure-Function Claims, but they must be relevant to the target audience, legitimate, and properly worded. To learn the FDA criteria to use NCCs review Appendix A-B Links to an external site., and review Appendix C Links to an external site.to differentiate between Health and Structure-Function claims and learn the criteria and language for their use.
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