WASHINGTON: The US Department of Agriculture's Food and Nutrition Service has hired Edelman for a social marketing campaign aimed at making children more interested in eating fruit and vegetables.

The 18-month contract began September 25 with a budget of almost $835,000. The campaign will utilize multiple communications channels, according to the RFP.

The initiative comes amid a student backlash sweeping the nation in response to regulations that school cafeterias serve twice as many fruits and vegetables while limiting proteins and carbohydrates, a ...