Sunkist Growers has become the latest company to sign up to the Produce Marketing Association (PMA) and Sesame Workshop’s eat brighter! Initiative. The Sherman Oaks-based company is developing themed packaging, advertising, social media content and customisable programmes for retailers for the upcoming 2014/15 citrus season.
The collaboration, forged by the Partnership for a Healthier America (PHA) —who’s honorary chair is First Lady Michelle Obama – seeks to raise awareness of the importance of healthy eating among families by leveraging the power of the Sesame Street brand to promote fruits and vegetables consumption with children ages 2 to 5.
“Childhood obesity is a critical issue for our country and fighting this epidemic requires strong partnerships with creativity and vision,” said Sunkist vice president of sales and marketing Kevin Fiori. “We are proud to be a supporting partner to PMA and Sesame Workshop in the ‘eat brighter!’ movement to help kids and families across North America eat more fruits and vegetables.”
Sunkist’s advertising and PR manager Joan Wikham said Sesame Street is a brand parents trust and kids love. “We’re excited to be leveraging the power of the beloved characters to encourage families to eat more fresh citrus. Full of antioxidants and essential nutrients, citrus is part of the super food family – making it a sweet treat that kids love and parents can feel good about.”
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