Shining light on its push to promote the Eat Brighter! Sesame Workshop and Produce Marketing Association initiative to promote fruits and vegetables, Newark, Del.-based PMA has posted its web seminar on the campaign to YouTube.
The 60-minute web seminar from April 17 is titled “Let’s get started; How to inspire kids to eat brighter!” The session was moderated by PMA president Cathy Burns and featured speakers Sam Kass, executive director of Let’s Move! and senior policy advisor for nutrition policy, Maura Regan, senior vice president and general manager of global consumer products at Sesame Workshop, and Todd Putman, chairman of PMA’s Sesame Workshop marketing task force and chief marketing officer of Bolthouse Farms.
“We could see a significant shift in the amount of fruits and vegetables that are bought and consumed and that will ultimately lead to a healthier and more prosperous future,” Kass said.
The success of the program depends on industry participation, he said.
“It is up to everybody here to help make this happen and we are excited about what lies ahead,” Kass said.
Regan reviewed a 2008 study on child behavior, which indicated that a sticker of Elmo on broccoli could boost children’s interest in the vegetable over chocolate by 127% compared to a control group. Another study, she said, showed that children were 65% more likely to pick up an apple with an Elmo sticker compared to apples with no sticker.
“We are thrilled with our (Eat Brighter!) tagline,” Regan said.
It has the promise of increasing foot traffic to the produce aisle, she said. The campaign will provide unique marketing opportunities for brand marketers who want a custom approach. Putman stressed the various ways to customize the program for retailers and marketers.
The web seminar includes a question-and-answer segement, addressing issues including commodity board participation (to be considered on a case-by-case basis), whether characters would be limited to specific fruits and vegetables (no exclusive use of characters for labels or commodities), use of Sesame Street characters on retail ads, use of character voices in the campaign (not allowed), and use and design of Price Look-Up stickers.
The video of the web seminar includes a graph detailing administrative fees for the Eat Brighter! campaign. For example, large retailers and suppliers who are PMA members would pay a one-time administrative fee of $950, compared with $3,500 for large retailers and suppliers who are not members of PMA.