Food Hero Social Marketing Campaign

Food Hero Social Marketing Campaign

 thumbnail Food Hero Social Marketing Campaign

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.


Lauren Tobey


Oregon State University Extension

Contact Email
Funding Source

USDA, FNS, SNAP-Ed; Oregon Department of Human Services SNAP; supplementary Oregon State University Extension Service Family and Community Health

Publication/Revision Year
Material Cost
Evidence base / Evaluation
Evaluated, Pilot Tested, Toolkit Designation: Emerging
Evaluation Framework Indicators & Evaluation Activities
SNAP-Ed Toolkit Intervention, 
Social Marketing, 
Evaluation Tools
Target Audience
Has this material been used by a SNAP-Ed program?
Web Site
Available Language(s)
SNAP-Ed Intervention Channels
Pre-K & Childcare
Food Pantries
Faith Centers
Farmers’ Markets
Media Communications
WIC/Other Social Services
Contact Name or Organization for Ordering
Lauren Tobey
Email for Ordering
Oregon State University Extension 106 Ballard Hall Corvallis, OR 97331
SNAP-Ed Connection Comments

The site is divided into two sections: Recipes and Tips & Tools. Web site users can access downloadable resources, register to become a "Food Hero," save recipes, post comments, rate recipes, and receive email updates. Users can also "Ask An Expert" about food, nutrition, or other topics. Most materials available in English and Spanish. The "Food Hero Monthly" newsletter is also available in Vietnamese.

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.