Fresh produce turns to ‘Meatballs’ for promotions - The Packer

Fresh produce turns to ‘Meatballs’ for promotions

06/18/2013 03:29:00 PM
Vicky Boyd

Several grower-packers have teamed with Sony Pictures Animation on a campaign that benefits a national hunger-relief charity and coincides with the filmmaker’s launch of “Cloudy with a Chance of Meatballs 2.”

Barry the berryCourtesy Sony AnimationBarry the berry, a star of the upcoming " Cloudy with a Chance of Meatballs 2," was one of the attractions for California Giant Berry Farms to participate in a hunger-relief tie-in to the film.As part of the arrangement, Culver City, Calif.-based Sony Pictures will make a cash donation to the Chicago-based Feeding America, according to a news release.

In addition, participating grower-shippers — California Giant Berry Farms, Cal-Organic Farms, Duda Farm Fresh Foods, Grimmway Farms and the National Watermelon Promotion Board — plan to donate more than 80,000 pounds of produce to the charity’s nationwide network of food banks.

Consumers can scan quick-response codes on produce packaging from participating firms, directing shoppers to a website. There they’ll find recipes, information about the film and how they can donate to Feeding America.

The effort kicks off in July and ends in September, which is Hunger Action Month. The movie is set to premiere Sept. 27.

Sony Pictures contacted Watsonville, Calif.-based Cal Giant about participating partly because it sponsors a cycling team and promotes healthful activities, said Cindy Jewell, marketing director.

In addition, one of the movie characters is a strawberry.

The partnership also fits Cal Giant’s philosophy about giving back.

“Typically, most of our promotions always have some sort of cause as a marketing component,” she said. “We’re excited to join in this national campaign to really support (Feeding America) and we they’re trying to do.”

Jewell said she already had viewed some of the movie trailers and believed it was a great opportunity to promote the industry’s message that eating fresh produce is fun.

“What a better way to help consumption than to tie in with Sony and a movie with food as heroes,” Jewell said. “It’s really a great animated movie. It’s a great way to enjoy a family movie and have a positive message about fresh produce and also do something good for people in need.”

WatermelophantCourtesy Sony AnimationThe watermelophant, one of the starsSony Pictures also contacted Bakersfield, Calif.-based Grimmway Farms and its Cal-Organic Farms, about participating.


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