The Canadian Produce Marketing Association (CPMA) is evolving its "5 to 10 a day" campaign to show Canadians how to incorporate fruit and vegetables into their diets.

The Ottawa-based not for profit has spent the last 12 years educating the general public on the benefits of eating fresh fruits and vegetables, based on the recommendations of the Canadian Food Guide.

The campaign was developed in partnership with the Canadian Cancer Society and the Heart & Stroke Foundation of Canada, and resulted in 52% brand awareness, according to stats on the organization's website.

Though the campaign was "extremely successful," consumer research indicates that Canadians now want to know how to include more fruit and vegetables in their diets, said Melanie Richer, CMPA senior marketing and communications manager.

The national effort from Mediaplus Advertising will include a 30-second PSA, paid TV, radio, online and social media sites like YouTube, Facebook and Twitter.

The CPMA will introduce the campaign to the industry and media during a webinar Feb. 16 before launching nationally March 1. Richer said the campaign is aimed at all Canadians, but the TV buy targets female decision-makers 25-to-54.

Richer was vague on details, but did say the new campaign tested well with teens, moms and adults with no kids in the home.

The effort will run for two seven-week flights. The second phase rolls out in June. Mediaplus Advertising also handled the buy for the TV and online portion of the campaign.