Stemilt expands marketing program featuring Sesame Street characters
Stemilt expands marketing program featuring Sesame Street characters
One of the nation's leading tree fruit shippers and some of the more beloved characters on children's television are teaming up to bring the health and nutrition of fresh apples and cherries to consumers and retailers nationwide.
Stemilt Growers Inc., based in Wenatchee, WA, and Sesame Workshop, the non-profit educational organization behind Sesame Street, have partnered to encourage families to enjoy fresh cherries and apples, according to Stemilt Marketing Director Roger Pepperl. Stemilt will present some of its new point-of-purchase displays featuring the Sesame Street characters at the United Fresh Fruit & Vegetable Association produce expo and conference May 7-9 in Chicago.
The relationship between Stemilt and Sesame Workshop follows a successful Stemilt cherry promotion last summer featuring Sesame Workshop's "Healthy Habits for Life" initiative and the Sesame Street character Elmo, Mr. Pepperl said.
"Healthy Habits for Life" is a program started by Sesame Workshop in 2004 promoting health, nutrition, physical activity, and education to preschoolers and their caregivers. Stemilt was part of the "Healthy Habits for Life" campaign delivering powerful messages last summer about the nutritional content of cherries.
Stemilt created cherry merchandising displays, highlighted by a cherry-juggling Elmo, that included nutrition facts about cherries. The displays were distributed to stores nationwide. Point-of-purchase cards and children's activity sheets were also part of the displays.
Retailers embraced Stemilt's cherry promotion, and as a result consumers bought bundles of cherries, Mr. Pepperl said, adding that two medium-size retailers that used the merchandising units in their stores increased their cherry sales and volume by nearly 50 percent compared to the same period the previous year.
"This promotion was one of the best programs Stemilt has ever conducted," Mr. Pepperl said in a statement. "Our growers were thrilled with the impact Elmo made on consumers and retailers."
Brian Vertrees, Stemilt customer promotions manager, said that the success of the Elmo cherry program demonstrated the effectiveness of partnering with such a well-recognized brand as Sesame Street. The Sesame Street characters will now be featured on both cherry and apple displays to encourage children and their families to eat fresh fruit. "The consumer recognition of Sesame Street, its programming and products, and the wholesome, positive image of fresh fruits like apples and cherries make for a perfect match," Mr. Vertrees said. "We are very excited to deepen our relationship with Sesame Workshop."
Stemilt plans to roll out a new apple bin that will be available to its customers nationwide. The apple bin, designed to merchandise bagged fruit, features Elmo as a farmer and Cookie Monster peeking out from behind a giant apple exclaiming, "Crunchy! Sweet! Fun to Eat!"
"The apple bin is fun, bright, and very easy for produce managers to use," Mr. Vertrees said. "No set-up is necessary at store level because the promotional materials are right on the bin. It will have huge appeal for kids, parents and retailers."
Stemilt is in good company with other food industry members who are also participating in "Healthy Habits for Life." These companies include Earth's Best, makers of organic and natural children's foods, Musselman's Apple Sauce and Sunkist Growers. All launched programs in 2005 featuring the familiar faces from Sesame Street promoting healthy food choices.
"We are thrilled to work with Stemilt again to leverage the appeal of the Sesame Street characters to encourage healthy eating habits for young children and their families," said Maura Regan, vice president and general manager of global licensing for Sesame Workshop. "Including healthy fruits and vegetables in a child's diet gives them the energy they need to continue laughing and learning with their favorite Sesame Street friends."
Stemilt Growers Inc., based in Wenatchee, WA, and Sesame Workshop, the non-profit educational organization behind Sesame Street, have partnered to encourage families to enjoy fresh cherries and apples, according to Stemilt Marketing Director Roger Pepperl. Stemilt will present some of its new point-of-purchase displays featuring the Sesame Street characters at the United Fresh Fruit & Vegetable Association produce expo and conference May 7-9 in Chicago.
The relationship between Stemilt and Sesame Workshop follows a successful Stemilt cherry promotion last summer featuring Sesame Workshop's "Healthy Habits for Life" initiative and the Sesame Street character Elmo, Mr. Pepperl said.
"Healthy Habits for Life" is a program started by Sesame Workshop in 2004 promoting health, nutrition, physical activity, and education to preschoolers and their caregivers. Stemilt was part of the "Healthy Habits for Life" campaign delivering powerful messages last summer about the nutritional content of cherries.
Stemilt created cherry merchandising displays, highlighted by a cherry-juggling Elmo, that included nutrition facts about cherries. The displays were distributed to stores nationwide. Point-of-purchase cards and children's activity sheets were also part of the displays.
Retailers embraced Stemilt's cherry promotion, and as a result consumers bought bundles of cherries, Mr. Pepperl said, adding that two medium-size retailers that used the merchandising units in their stores increased their cherry sales and volume by nearly 50 percent compared to the same period the previous year.
"This promotion was one of the best programs Stemilt has ever conducted," Mr. Pepperl said in a statement. "Our growers were thrilled with the impact Elmo made on consumers and retailers."
Brian Vertrees, Stemilt customer promotions manager, said that the success of the Elmo cherry program demonstrated the effectiveness of partnering with such a well-recognized brand as Sesame Street. The Sesame Street characters will now be featured on both cherry and apple displays to encourage children and their families to eat fresh fruit. "The consumer recognition of Sesame Street, its programming and products, and the wholesome, positive image of fresh fruits like apples and cherries make for a perfect match," Mr. Vertrees said. "We are very excited to deepen our relationship with Sesame Workshop."
Stemilt plans to roll out a new apple bin that will be available to its customers nationwide. The apple bin, designed to merchandise bagged fruit, features Elmo as a farmer and Cookie Monster peeking out from behind a giant apple exclaiming, "Crunchy! Sweet! Fun to Eat!"
"The apple bin is fun, bright, and very easy for produce managers to use," Mr. Vertrees said. "No set-up is necessary at store level because the promotional materials are right on the bin. It will have huge appeal for kids, parents and retailers."
Stemilt is in good company with other food industry members who are also participating in "Healthy Habits for Life." These companies include Earth's Best, makers of organic and natural children's foods, Musselman's Apple Sauce and Sunkist Growers. All launched programs in 2005 featuring the familiar faces from Sesame Street promoting healthy food choices.
"We are thrilled to work with Stemilt again to leverage the appeal of the Sesame Street characters to encourage healthy eating habits for young children and their families," said Maura Regan, vice president and general manager of global licensing for Sesame Workshop. "Including healthy fruits and vegetables in a child's diet gives them the energy they need to continue laughing and learning with their favorite Sesame Street friends."
