We investigate consumer response to various types of advertising for fruits and vegetables—a food category which health officials uniformly agree is significantly underconsumed in the United States. Using an adult, non-student subject pool of participants in the experiment, consumers’ response to different broad-based (not used currently in the United States) and commodity-specific (widely used in the United States) advertising campaigns for various fruits and vegetables is empirically measured. We show that broad-based advertising effects far exceed those of the commodity-specific advertising and discuss the implications of the effective fruit and vegetable advertising programs on caloric intake and obesity management policies.