UPDATED: Sunkist signs on with Sesame Street campaign

08/04/2014 12:12:00 PM
Andy Nelson

Sunkist Growers has signed on with Big Bird, Cookie Monster and the rest of the Sesame Street gang to promote fresh produce consumption.

eat brighter!Sherman Oaks, Calif.-based Sunkist is the latest grower-shipper to participate in the Produce Marketing Association and Sesame Workshop’s “eat brighter!” campaign, said Joan Wickham, Sunkist’s manager of advertising and public relations.

The campaign, launched earlier this year, allows produce companies to use “Sesame Street” characters in their marketing without paying royalties. The effort is aimed at increasing consumption among children ages 2 to 5 and among millenial families.

Sunkist is developing themed packaging, advertising, social media content and customizable programs for retailers for the citrus cooperative’s 2014-15 growing season.

“Sunkist is very excited to be part of this industry-wide movement that encourages kids to eat more fruits and vegetables in a positive, fun way – and the “eat brighter!” program is just that,” Wickham said. “We look forward to providing customers with engaging packaging and promotional opportunities that remind consumers just how fun it can be to peel an orange.”

With its antioxidants and other nutritional attributes, citrus is a perfect fit for the campaign, Wickham said.

“Sesame Street is a brand parents trust and kids love, and we’re excited to be leveraging the power of the beloved characters to encourage families to eat more fresh citrus.”

As of the week of Aug. 4, 20 produce companies and retailers have signed on with “eat brighter!,” said Meg Miller, PMA’s director of public relations.

They include:

  • Bejo Seeds, Inc.;
  • Bolthouse Farms;
  • Camposol S.A.;
  • Coast Citrus Distributors;
  • Coborn’s, Inc.;
  • Domex Superfresh Growers;
  • East Coast Fresh;
  • Fowler Farms;
  • Giumarra Companies;
  • Mars Super Markets, Inc.;
  • Naturipe Farms;
  • Neiman’s Family Market;
  • Peak of the Market;
  • Pioneer Growers Cooperative;
  • Progressive Produce;
  • Schnuck Markets, Inc.;
  • Sunkist Growers;
  • Sunlight International Sales;
  • The Flavor Tree Fruit Co. LLC; and
  • The Oppenheimer Group



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