Grow Your Kids is a social marketing campaign originally created in 2006 as a joint effort between Michigan Department of Agriculture (MDA), Michigan Department of Community Health (MDCH), Michigan Public Health Institute (MPHI), Michigan State University Extension (MSUE) and various community partners in Newaygo and Ingham counties. The project is intended to increase fruit and vegetable consumption among food stamp recipients by engaging community collaboratives with existing relationships with, and connections to food stamp populations to disseminate a consistent message: Grow Your Kids with Fruits and Veggies. Using reformatted, yet existing nutrition education materials, Grow Your Kids with Fruits and Veggies was based on formative research using a series of focus groups in the pilot counties. Focus group provided insight to influence strategies for presentation, barriers to behavior change, how and where to deliver the message, and ways to promote the increased consumption of fruits and vegetables. Another goal of Grow Your Kids with Fruits and Veggies was to replicate the campaign and corresponding increases in fruit and veggie consumption as a result of the campaign in other Michigan counties. The Grow Your Kids website is a realization of that second goal.