In
support of First Lady Michele Obama’s “Let’s Move” initiative, the Sesame
Street Workshop agreed to waive its licensing fees for two years and allow its
characters to be used for in-store signage and labels on fruit and produce
items, as part of a partnership with the Produce Marketing Association (PMA)
and Partnership for a Healthier America (PHA).
(Lukovitz, 2013)
The
most recent successful effort targeting children was the Bird’s Eye’s Gen Veg
campaign, also in partnership with the PHA, which featured a tie-in with iCarly
and an invitation for kids to create their own veggie combinations. The result?
A two-month increase in sales while the campaign ran and plans to
continue the effort for two more years with a budget of $4 million. In addition to new advertising, the program
will also include the introduction of new products based on the recipes
submitted by the kids. (Wayne, 2013)
Here’s
the blog I wrote about that effort.
But,
back to Big Bird and his pals. What do
you think? Will this partnership be a
success as well?
Lukovitz,
K. (2013, October 31) Sesame Workshop To
Help Market Fruit, Veggies To Kids. mediapost.com. Retrieved October 31, 2013, from http://www.mediapost.com/publications/article/212478/sesame-workshop-to-help-market-fruit-veggies-to-k.html?edition=66372
Wayne,
A. (2013, March 7) Birds Eye Vegetable
Sales Mark Progress in Obesity Fight. Bloomberg.com. Retrieved October 31, 2013, from
