Boca Raton, FL — Today the Produce Marketing Association (PMA) hosted a webinar to outline how retailers and produce industry members could utilize the marketing tool kit, created by the Sesame Workshop nonprofit organization, to engage children, moms, and millennial families to increase produce purchase intent.
The “Eat Brighter” campaign is designed to cultivate a movement for kids to eat their fruits and vegetables. Moderated by the PMA’s President, Cathy Burns, the conversation included Let’s Move! Executive Director and White House Chef, Sam Kass, Sesame Workshop’s Senior VP and GM of Global Consumer Products, Maura Regan, and Bolthouse Farms’ Chief Marketing Officer, Todd Putman. The webinar outlined the program’s goals, presented an overview of Sesame Street’s brand, and instructed retailers, packers, shippers, as well as growers on how to utilize the marketing materials.
“The goal is to leverage the brand equity of Sesame Street characters by bringing dynamic marketing to healthier foods,” said Kass. “We’ve provided the tools, and now it’s up to you to implement them.”
Putman touched upon how the consumers’ needs should drive the creativity behind how retailers could use the program’s assets in store. Seasonal brand promotions and partnerships with community outreach organizations or thought leaders were a couple examples.
In order to participate in the program, a sublicensing agreement and application must be completed; a marketing plan is required with submission, along with a one-time application fee. For PMA members, the fee ranges from $150 to $950 depending on the size of the organization or business. For non-PMA members, the fee ranges from $500 to $3,500. The fee covers the costs of the marketing toolkit and resources during the length of the agreement, which ends in 2016.
To learn more about the program, the toolkit materials or application requirements, visit PMA.com/EatBrighter.
Source: PerishableNews.com