Last year, we laughed when a fake Silicon Valley startup released a shiny, branded commercial for carrots. Now it looks like that parody is about to become a reality. Partnership for a Healthier America and Michelle Obama's Let's Move initiative will attempt to rebrand fruits and vegetables with a new marketing campaign, the Associated Press reports.

The campaign, which launched today, is calling itself FNV — a "hip" acronym for "fruits 'n' vegetables." AP reports that while FNV will have its own website, the campaign will function primarily on social media. Its YouTube and Twitter accounts will feature videos like the one above, where celebrities like Jessica Alba and NFL wide receiver Victor Cruz champion the benefits of eating fresh produce.

Partnership for a Healthier America has recruited the marketing company Victors and Spoils, whose client list includes Smirnoff, Adidas, and Coca-Cola, to helm the campaign.

In the words of an animated teaser on the FNV website, "Fruits and vegetables are now a brand."