Sage Fruit Co. apples cobranded with “The Biggest Loser” are part of a marketing campaign with Indianapolis Fruit Co. to be launched for the start of the television series’ 14th season.
The campaign, dubbed “New Year, New You,” opens Jan. 6, as does the NBC show, “The Biggest Loser Challenge America.”
Indianapolis Fruit’s Produce Mom blogger, Lori Taylor, plans to invite consumers to join her network on MyFitnessPal, a calorie-counting website and smartphone app.
The promotion includes grocery offers, blogs, social media giveaways and recipes aimed at supporting New Year’s resolutions.
“We know that January brings new awareness of health and wellness as consumers are setting New Year’s goals and resolutions,” Kaci Komstadius, social media director for Yakima, Wash.-based Sage Fruit, said in a news release.
“The Produce Mom is an extremely popular public figure and we feel that through our partnership we will be able to convey our message to everyday consumers and increase our brand recognition.”
Giveaways provided by Safe Fruit are expected to include Biggest Loser and Produce Mom merchandise, fitness classes, grocery gift cards, and BodyMedia FIT monitoring devices.
The TV show uses the device to monitor contestants’ activity and calorie burn.
Taylor is also consumer marketing manager for Indianapolis Fruit Co.