Since the October agreement, Burns said a PMA task force has developed a licensing agreement and an online tool kit to guide industry members in the use of “Sesame Street” characters in produce marketing. Burns, the PMA staff lead for the task force , said the tool kit is like a style guide that the industry will use after they go through the application process and sign the sublicensing agreement. “Sesame Street” assets can be used for promotional purposes in ads, on packs, in stores and across social media for a grower-shipper or a retailer, Burns said.
The top eight characters of the “Sesame Street” brand will available for fruit and vegetable promotion, Burns said.
In addition to what Burns called an “evergreen-type tier” — where “Sesame Street” characters are applied to a package or an ad 52 weeks a year, Burns said the task force is also building out thematic promotions. The first thematic promotion will be geared for back to school.
“Throughout the year, the tool kit will provide support — whether back to school, harvest, holiday or summer splash — where the creative will match the intention of the theme,” she said.
Another tier, with added cost, will allow a retailer and perhaps several grower-shippers to come together and do something on a custom basis, she said.
“Hopefully that access will result in really great execution and great ideas using ‘Sesame Street’ characters with very low-risk and downside and will demonstrate upside in the fact that marketing works,” said PMA “Sesame Street” task force chairman Todd Putman, chief marketing officer for Bolthouse Farms, Bakersfield, Calif.
While Putman said the campaign won’t have the paid advertising punch of a Got Milk campaign that was funded with grower assessments, it will have the potential to be an effective national program with strong retailer support.
Putman was instrumental in creating the over arching message of “eat brighter!” that the whole industry can rally around, Burns said.
Soler said the Partnership for a Healthier America helps clarify the metrics that PMA and Sesame Workshop will use to judge the success of the project.