Bolthouse Farms has introduced a website, FoodPornIndex.com, that tracks Twitter and Internet hashtags mentioning a dozen fruits and vegetables — and just as many snacks that are high in fat, sugar or salt.
“We’re tracking the number of hashtags people use when they post food pictures, whether it’s #carrots or #pizza,” said Suzanne Ginestro, vice president of strategic marketing at Bolthouse Farms. “What we found is that among the foods we’ve selected as a proxy for healthy and unhealthy, the balance is just way out of whack.”
The tally continually updates, but on Feb. 20 — when the site launched — items like ice cream, pie and bacon were outpacing fruit and vegetable hashtags 72.2% to 27.8%.
“The main purpose is to start a conversation and really shine a light on the health of the Internet,” Ginestro said. “What people tweet about and post is a reflection of how we behave in the offline world. We want to get people to help us in our mission of trying to fix the imbalance and paying attention to what they tweet and post because it makes a difference in terms of the things you choose when you’re actually going to eat something.”
Apart from the running totals, FoodPornIndex.com includes small apps for each of the 24 foods. Carrot Keyboard offers some musical interaction; Guac-a-mole brings a whack-a-mole theme to avocados. Among the other apps are Brussels Ballet; Grape Galaxy; and Kalebration.
“It serves two purposes,” Ginestro said. “It reports how many hashtags there are for that item, but there’s also play value and intrigue in the different mini apps across the site for each food.”
One of the presentations at the Partnership for a Healthier America meeting March 12-14, at which Michelle Obama is the scheduled keynote speaker, will mention FoodPornIndex.com, she said.
“It’s a great example of how we as marketers can take some of the tools and behaviors of the junk food marketers and apply them to healthy foods, so we can change the way people feel about fruits and vegetables,” Ginestro said.