Safeway “Lunchbox Winners” Campaign Inspired by Michelle Obama
There was no doubt that Michelle Obama’s campaign “Let’s Move!” would inspire brand marketers. Safeway is one brand that has taken note launching the “Lunchbox Winners” campaign in 1,523 of its stores.
The goal is to provide parents with simple, healthier school lunch and snack ideas.
The program, which began last Tuesday and runs through the entire school year, features a different celebrity athlete each month, along with healthy snack ideas provided in booklets each month at retail. All of the products featured in the booklets will be displayed in the produce department, a tie to Safeway’s support of the Fruits & Veggies—More Matters program.
The first athlete to appear in the campaign is Olympic soccer star Brandi Chastain. Next month, three-time Olympic gymnast Dominique Dawes will appear.
An a Web site offers additional recipes, information on the athletes, including an “Ask the Athlete a Question” section and links to additional resources at www.FruitsAndVeggiesMoreMatters.org and www.LetsMove.gov.
At the site, Brandi tells visitors one way to stay in shape is to set up cones in a row on the yard and kick a soccer ball around the cones. And people can sign up for her blog.
P-O-P materials and in-store radio will support the promotion.
