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Food Hero Social Marketing Campaign

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Oregon State University Extension.

Part of the SNAP-Ed Strategies & Interventions Toolkit*

Food Hero is a social marketing campaign designed to increase fruit and vegetable consumption by SNAP-eligible Oregon moms with kids living in their homes.

Funding Source
USDA. FNS, SNAP-Ed; Oregon Department of Human Services SNAP; supplementary Oregon State University Extension Service Family and Community Health.
Free Material
Cost ($)
SNAP-Ed Toolkit Classification
  • Evaluated
  • Pilot Tested
Evaluation Information

Evaluation Tools and Impacts are listed in the Food Hero Community Toolkit.

SNAP-Ed Connection Comments

Food Hero has multiple sections: recipes, Community Toolkit, and Media Center. Web site users can access downloadable resources, register to become a "Food Hero," save recipes, post comments, rate recipes, and receive email updates. Most materials available in English and Spanish. Food Hero also offers a magazine, Food Hero Monthly, a healthy food blog, large quantity recipes, and a downloadable cookbook.

Research results (phase I) led to a redesign of the Food Hero website, launched in 2011. As of March 2016, currently had over 125,000 unique users visit each month, with over 2.2 million page views in the past year. Over a four-year period (2012-15), recipe pageviews on the website, averaging >290,735/month in 2015, increased 1,728%.

* SNAP-Ed Strategies & Interventions: An Obesity Prevention Toolkit for States is a compilation of interventions. The toolkit was developed by USDA's Food and Nutrition Service, The Association of SNAP-Ed Nutrition Education Administrators (ASNNA), the University of North Carolina at Chapel Hill's Center for Training and Research Translation (Center TRT), and the National Collaborative on Childhood Obesity Research (NCCOR), a partnership between the Centers for Disease Control and Prevention (CDC), the National Institutes for Health (NIH), the Robert Wood Johnson Foundation, and the USDA. It is designated and updated to help state SNAP-Ed administrative and implementing agencies identify evidence-based obesity prevention programs and policy, systems, and environmental (PSE) strategies and interventions to include in their SNAP-Ed plans.

Review date
Reviewer Initials