Technical Abstract: Middle school student consumption of fruit and vegetables is lower than that of elementary school students. A formative assessment was conducted to help plan a social marketing campaign to encourage fruit and vegetable purchase and consumption in middle school snack bars. Individual interviews were completed with 103 middle school students in Houston, TX, and a survey, based on interview results, was completed by 2,472 students. A variety of fruit and juices were popular choices for the snack bar, but the only vegetable items preferred by participating students were baby carrots and salad in large, cup-like containers. The promotional methods favored by students included increasing the variety of items; providing attractive displays; offering free samples; and advertising with posters, table tents, and small contests. Funny or off-the-wall messages and images promoting fruit and vegetable consumption also were preferred. This research identifies strategies to improve fruit and vegetable consumption in middle school cafeterias, and these easily can be adapted for use by school food service departments.