Sesame Street characters will take center stage next year in promos encouraging kids to eat more fruits and vegetables.
The Produce for Better Health Foundation cut a deal with non-profit Sesame Workshop to use Sesame Street stars in retail promos themed 5 A Day the Color Way. (The tagline tells consumers to eat one serving of produce from each of five color groups: blue/purple, green, red, white, and yellow/orange.)
First work is a January 2005 FSI with a sweepstakes dangling a family vacation prize. That FSI is slated to reach 30 million homes; a second FSI is planned for September. The foundation seeks national and regional sponsors for each.
Meanwhile, the foundation will execute retail promotions each quarter, with P-O-P featuring Sesame Street characters and a menu of exclusive, customizable programs, including retailer—and vendor—supported promos.
The foundation’s nutrition message dovetails with Sesame Street’s “Healthy Habits for Life” campaign, whose coalition of partners deliver nutrition and activity ideas for preschoolers.
“The inherent credibility of both organizations makes this a natural relationship,” said PBH VP-partner marketing Bob Gregg in a statement.