Grimmway Farms’ partnership with the NBC show “The Biggest Loser” has generated millions of impressions on the Bakersfield, Calif.-based company’s Twitter site.

Grimmway’s hashtag #JustCrunchEm has been a top trending spot on Twitter during weekly Monday night parties hosted by Courtney Crozier, a Season 11 contestant on the popular show, according to a Grimmway news release.

Crozier also has worked with the carrot company to find weight loss success stories that are posted on Grimmway’s website.

Consumers can share their weight loss stories on the Fit Life story section of the site. Fit Life winners are featured on Crozier’s blog and receive a prize pack including a Biggest Loser cookbook, DVD, t-shirts and other items.

Also, in Grimmway’s Just Crunch ‘Em sweepstakes, consumers can enter for a chance to win a trip to a Biggest Loser Resort.