Birds Eye is targeting lower-income consumers with a text-messaging campaign that encourages healthier eating. The consumer goods brand's campaign, in cooperation with two nonprofits, engages mobile users with prizes and coupons as it provides tips on healthier eating habits. "Text penetrates at a much higher level, there is a much more intimate relationship. between the reader and the sender," said Drew Nannis, chief marketing officer at Partnership for a Healthier America.

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