Objectives: To determine the effectiveness of a pilot social marketing program to increase preschoolers' willingness to try new foods. Methods: Four Head Start centers participated (2 experimental, 2 control) in a study using a quasi-experimental design. Experimental sites received a 12-week intervention developed using social marketing techniques. The program was evaluated via preference assessments, classroom observations, and teacher surveys. Results: Increased preference for and willingness to try new foods were observed in children from the experimental sites (P less than 0.05). The program was positively received by Head Start staff. Conclusions: A social marketing campaign is an effective method to reduce children's neophobia.