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.