Considering this was launched as a global campaign, targeting just about everyone in the country, highlighting major health issues you would of thought they would have produced some phenomenal brand experience. But instead they merely created this uninspiring identity, which is barely visible on the packaging of the products involved. There's no advertising in supermarkets promoting the campaign, evidently resulting in customers being oblivious to the importance and potential global success of this concept. The brand identity of the diagonal line of squares and the tag line, 'just eat more', is in fairness not going to encourage consumers to eat their 5 a day, especially when like i said before you barely even notice its on the packaging of the fruit and veg. People are not stupid, they already know that 1 apple = 1 of your 5 a day, the problem therefore lies within the packaging, accessibility and promotion of the product.
5 a day has its own website, run by the NHS. The website has that health/medical feel about it, with a rather rigid and corporate appearance, which in no way inspires the importance of fulfilling your 5 a day. However it contains all the contents and ideas that are needed to influence people to maintain a healthy diet, but lacking the promotion and interactivity I dont believe this site recieves many hits daily by people interested in learning about ones quest to eat their 5 a day! Personally unless i was doing such a project as i am now, i dont think i would of ever visited this site!
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