A new advertising campaign focused on getting kids excited about healthy foods will soon be launching – and with the endorsement of First Lady Michelle Obama to boot. An agreement with the popular children’s show means that boxed and bagged fruits and vegetables will now be able to carry the faces of the Sesame Street characters.
Boosting Fruit and Veggie Consumption
According to an announcement from Michelle Obama (along with Sesame Street characters Elmo and Rosita), starting as soon as mid-2014, bagged, boxed, and individual pieces of produce can now carry the faces of these fuzzy monster friends. The catch? Produce companies can now use this product promotion tactic absolutely free of charge due to collaboration between Sesame Workshop and the Produce Marketing Association.
The idea, of course, is to help kids learn that fruits and vegetables are not just healthy but also fun. Hopefully, according to Michelle Obama herself, these healthy choices will be a little easier for kids to make with this new marketing effort. The agreement is intended to last for two years, and for Sesame Workshop to provide the use of these characters free of charge for marketing efforts is a huge step forward for the produce industry.
Advertising to kids is changing, and as it turns out, these efforts are working. Marketing fruit has already gained quite a bit of leverage. Says Michelle Obama, “Imagine what it will be like to have our kids begging us to buy them fruits and vegetables instead of cookies, candy, and chips.”
The takeaway here is that good marketing campaigns can change the face of almost anything. Young children who might have once turned their noses up at healthy fruits and vegetables may find that the presence of their favorite characters creates a newfound enthusiasm for nutritious foods.
What do you think of the new campaign? Do you think kids will respond well?
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