This presentation will outline an assessment of large-scale, branded marketing campaigns aimed at promoting healthy dietary behaviors among Americans from 1990 to 2016. Drawing from a comprehensive range of sources, including a scoping review and key-informant interviews, the research examines 13 campaigns supported by industry, government, and nongovernmental organizations. The findings not only highlight the diverse health-branding strategies employed but also offer valuable insights to enhance the design and evaluation of future diet-related campaigns for the betterment of consumer health and well-being.