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California has been called the land of fruits and nuts, but these days fewer and fewer people in the Golden State are eating them. That could change if Lawrence, Mayo & Ponder has anything to do with it.
The Newport Beach, Calif., agency has crafted a series of 15- and 30-second TV spots and 30- and 60-second radio ads for a statewide PSA campaign for the Nutrition Network. The ads are airing in English and Spanish, and broke in mid-April.
The client, a coalition of more than 100 government agencies and agricultural groups, stands to benefit from increased fruit and vegetable consumption.
In the English-language ads, a homespun elderly African American man delivers healthy eating tips from his porch. A Hispanic mom dishes up similar advice from her kitchen in the Spanish-language ads.
At first glance, the $6 million account might seem a tad incongruous with LM&P's work for the Fatburger chain. But creative director Lynda Lawrence has another take: "The real message is, 'Be sure to put some lettuce and tomato on your Fatburger,'" she quipped.
--James Zoltak