Pick Right. Feel Bright! is a campaign initiative created by PMA-ANZ in partnership with Nutrition Australia that aims to highlight thebenefits of healthy eating. In the lead up to National Nutrition Week 2015, the Pick Right. Feel Bright! (PRFB) campaign encouraged Australianand New Zealand residents to eat more fresh produce.
We designed and built the PRFB website as a hub for valuable nutrition information including recipes, educational resources and advice. In order to drive awareness of the campaign we built a community of fresh produce consumers keen to inspire others and utilised campaign ambassadors,The Wiggles, across social media platforms Facebook, Instagram and Twitter.

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During the intensive campaign period (30 days) the PRFB social media pages reached almost 1.7 million users and created 1.6 million impressions, while Instagram proved a popular platform for sharing inspirational content resulting in 613 uses of the #pickrightfeelbright hashtag. Social media was our top referrer of traffic to the website, totalling 41.9% with 6% of visitors signing up to the database. Following National Nutrition Week, the campaign was awarded the Parents Choice 2015 Fame Award for Marketing Fruit and Vegetables to Children.