MyPlate Awareness Campaign

Simplifying Healthy Eating for a New Generation

When USDA needed to increase public awareness and engagement with its MyPlate nutrition guidance, it turned to Urban Emu. We led the design and rollout of a national campaign that reframed MyPlate as a modern, relatable brand for all Americans—especially those eligible for SNAP and WIC. Our work included social and video ad creative, a centralized Digital Hub, culturally adapted meal plans, and behavior-focused messaging grounded in real-life food choices.
In less than nine months, awareness of MyPlate jumped 15 percentage points nationwide. We delivered over 155 million video views, exceeded industry CTR benchmarks by 7x, and lowered CPMs by 39%—all while creating authentic content that resonated with underserved audiences.

Campaign Results

• +15% increase in national MyPlate awareness
• 221M+ paid media impressions
• 155M+ video views and 1.1M+ ad clicks
• 39% lower CPM than forecast
• CTRs 7x higher than digital health industry benchmarks
• Nine culturally adapted MyPlate Plans in multiple languages
• 60+ diverse, affordable recipes developed with food culture experts
• Seven national town halls hosted with USDA and community partners
• 3M+ unique visitors to the campaign Digital Hub