Sesame Street promotion enthusiasm varies

03/30/2014 12:15:00 PM
Tom Karst

Though “Sesame Street” characters appeal to a younger crowd, Spezzano said that audience is influential. Moms will respond to requests from kids to buy produce.

The appeal of the characters on both packaged produce and bulk will be good for sales and consumption, he said.

Whether retailers would extend the “Sesame Street” promotion to private-label produce is an open question, he said.

The Sesame Street campaign will be as successful as the industry wants it to be, said John Bailey, executive director for Top 10 Produce, Salinas, Calif.

“If the industry as a whole decides that it is going to be our theme, and everyone does it, it will help everyone,’ he said. “This is a huge opportunity on an national level, but the industry as a whole needs to embrace it as a whole for the opportunity to be realized.”

Tony Freytag, senior vice president of sales and marketing for Cashmere, Wash.-based Crunch Pak LLC,, said the company uses Disney and Marvel characters on the company’s value-added packs.

“Because of our relationship with Disney and Marvel, we are not anticipating making any changes because it doesn’t really fit in our marketing plans,” he said.

Traditional Disney characters appeal to kids up to about age 6, he said, while Marvel characters can extend the appeal to boys and girls from 6-11 years old.


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matt    
st paul  |  March, 31, 2014 at 11:31 AM

Pepperl seems to miss the point of this promotion. It is to raise awareness and consumption for produce in general. Not to differentiate one company from another. By focusing on children you are following McDonald's "cradle to grave" marketing, which hopefully leads to years of successful produce sales for everyone, instead of just benefiting one entity. Not all that different from the several Milk campaigns. The only downside is that smaller farmers, who are only supporting their local markets, will have a hard time participating and competing. Which is a shame when we need to be moving toward local markets being supplied by local sources.

carl divita    
medina, ohio  |  March, 31, 2014 at 11:38 AM

To make this campaign a success the packer needs to make available to the retailers pos material to create large displays with the Sesame Street characters to draw kids and their moms to the product to entice them to buy it. When a child walks into my grocery store with mom or dad and sees Big Bird and Elmo standing there around a display of clementines or apples or carrots they are likely going to check it out.

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