The 5 A Day folks are bringing superheroes Fantastic Four to Wal-Mart stores for a one-day blitz pitching fruits and veggies.
 |
| Fantastic Four is 5 A Day’s fifth promo with Wal-Mart |
The Produce for Better Health Foundation and 16 marketers will run “Build a Fantastic You with 5 A Day The Color Way” on June 25 in 1,700-plus Wal-Mart Supercenters and Neighborhood Markets.
P-O-P and collateral feature Marvel Comics’ Fantastic Four; the 20th Century Fox film premieres July 8. Produce departments will host sampling; comic books for kids and a nutrition guide for parents detail the foundation’s 5 A Day The Color Way guide to eating a range of produce from five color groups. MARS Advertising, Southfield, MI, handles.
The Wilmington, DE-based foundation coordinates the promotion; sponsoring marketers include Alliance International, Chelan Fresh, Dean Foods, DNE World Fruit Sales, Dole Food Co., Florida Department of Agriculture and Consumer Services, Alberto Culver Co. (Mrs. Dash 10-Minute Marinades), Ocean Spray Cranberries, Inc., Sam’s Choice Beverages, Seald Sweet, McNeil Nutritionals (Splenda), Stemilt Growers and Sunkist Growers.
This is the fifth character-driven promotion that the foundation has run at Wal-Mart to support its Color Way program. Past efforts featured Marvel’s Healthy Heroes, Charlie Brown, Shrek and Peter Rabbit.
