USDA CNPP
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
Work With Us
Our work fundamentally changes the way businesses and industries operate, creating measurable value for our clients, end users and society. Have an impact you’d like to make? We’d love to hear about it.
Media Inquiries
We actively engage in conversations at the intersection of design, technology, communications, and user experience. Contact us, and let’s have a conversation!
Careers at Urban Emu
We’re always looking for passionate creatives. If you break the mold and want to make a positive impact on people’s lives, see current opportunities and apply.
Contact Us
Urban Emu is an experience agency proudly driven by a singular mission: to transform the way humans live. We achieve this through a powerful fusion of design, technology, and communications, creating unparalleled online and offline experiences.
We love to hear about ideas big or small. Please don’t hesitate to get in touch with us regarding your project.
Contract Number: 47QTCA20D003Z
Market Expertise
Health
Nutrition
Education
Nonprofit
Homeland
Government
Capabilities
Strategy & Innovation
Marketing & Communications
Service & Product Creation
IT Solutions
Emerging Technologies
Artificial Intelligence (AI)
