The Food and Nutrition Service (FNS) launched the Eat Smart. Play Hard. campaign to promote the U.S. Department of Agriculture’s (USDA’s) healthy eating and physical activity messages to children ages 2–18 and their caregivers. This campaign is an FNS agency-wide initiative and represents the latest effort by FNS to meet its strategic goal of improving the nutrition of children and low-income adults while at the same time addressing the major public health issue of the increasing prevalence of obesity among our Nation’s youth. The FNS nutrition assistance programs have a potential reach of more than 48.2 million children. Delivery of the Eat Smart. Play Hard. messages across these programs has the potential to impact eating and physical activity behaviors in a positive way.