Healthy Habits for Life Partnership with Sesame Workshop announced at PMA
Healthy Habits for Life Partnership with Sesame Workshop announced at PMA
ATLANTA -- Cookie Monster, the lovable Sesame Street character who got his name from his propensity to devour cookies in a frenzy after proclaiming "Me love cookies," made a guest appearance at the Sunkist Growers booth during the Produce Marketing Association international convention and exposition, here, Nov. 7.
He may never be the same.
After some friendly cajoling by Sunkist Growers President and Chief Executive Officer Jeff Gargiulo, Cookie Monster reluctantly tasted a Sunkist orange and immediately announced his love for citrus. "Cookie eat orange, too," he cried. "They healthy, sweet and fun to eat. Me love citrus."
The skit served to announce the Healthy Habits for Life Partnership between Sunkist Growers, based in Sherman Oaks, CA, and Sesame Workshop, based in New York. The goal of the initiative is to promote the benefits of healthy snacking and reach parents through new packaging, point-of-sale materials and consumer promotions. New custom-designed Sunkist fruit bins and floor displays featuring Elmo, Cookie Monster, Big Bird and Zoe will be in supermarkets across the country starting in December.
Other key components of the partnership are the launch of a comprehensive web site (www.sunkist.com/sesamestreet), which will provide snacking tips, recipe ideas and activities for the entire family; a Sunkist display station in stores featuring a special message from the Sesame Street characters; and a consumer sweepstakes, which will be promoted on-line and in stores, that offers a chance to win a trip to a Beaches Resort and Sesame Street gift packs.
"Sunkist joins a list of blue-chip organizations committed to Seasame Workshop's Healthy Habits for Life initiative - a content-driven program to help young children and their caregivers establish an early foundation of healthy habits that can last a lifetime," said Maura Regan, vice president and general manager of global licensing for Sesame Workshop.
"Sunkist is very excited to be participating in the [Healthy Habits for Life] partnership," said Mr. Gargiulo. "It's a great story to tell about how delicious and nutritious Sunkist citrus is, and we'll look for every opportunity to promote [the partnership] at retail.
"These kind of alignments are where the future of the produce industry lies," added Mr. Gargiulo.
"Sunkist and Sesame Workshop are perfectly aligned in many ways," said Ms. Regan. "We are so thrilled to have Sunkist as a partner."
"Kids love Sesame Street and parents trust it," said Robert Verloop, vice president of marketing for Sunkist. "As a partner in Healthy Habits for Life, Sunkist will harness the energizing enjoyment of Sunkist citrus with the power and reach of Sesame Street to encourage healthy eating with today's families. It's a natural partnership."
During the PMA show, Sunkist also promoted two other initiatives involving children: its affiliation with Little League Baseball and its Take a Stand program.
In the effort with Little League, which is entering its third year, Sunkist is the league's Official Fresh Snack, and the program promotes healthy snacking for the whole family both on and off the field. Through www.teamsunkist.com, Sunkist offers handy tools, such as a printable activity calendar, a homework checklist, helpful homework hints and tips for reducing stress and keeping families organized.
As part of the program, Sunkist produces a series of exclusive Upper Deck trading cards. This year, more players will be added, including some of the current baseball greats.
Packaging, merchandising and in-store displays are all part of the 2006 program. Poly and net bags promoting the free in-pack trading cards will support Navels (March through May). Colorful point-of-purchase cards will highlight the benefits of healthier snacking for energizing enjoyment as well as promote the in-pack purchase incentive. And back by popular demand will be the colorful 24-inch Little League bin created specifically to support better snacking.
"Partnering with Little League Baseball is a great way to encourage healthy eating habits early," said Mr. Verloop. "Sunkist wants to set a precedent on the playing field that will continue at home so the entire family can share in the enjoyment of fresh oranges as a healthy snack."
In the Sunkist Take a Stand program, Sunkist enlisted Nashville country music star Billy Dean as its official spokesman. Mr. Dean appeared at the Sunkist booth Nov. 7 to sign copies of his first major label Christmas album, "The Christ (A Song for Joseph)."
An element of the Sunkist Take a Stand program, the company provides Sunkist signature lemonade stands to kids ages 7 to 12 who pledge to raise money for their favorite charities. Sunkist matches what is raised by the kids. This past summer, over 2,000 kids from across the country responded within the program's first 36 hours, and $400,000 was raised for those in need, which fostered in the children a strong emotional connection to Sunkist and the opportunity to make a difference.
Though the program is normally dormant in the fall, Sunkist reactivated the Take a Stand program for Hurricane Katrina relief efforts, offering free lemonade stands to the first 2,000 kids who promised to raise money for victims of the hurricane.
He may never be the same.
After some friendly cajoling by Sunkist Growers President and Chief Executive Officer Jeff Gargiulo, Cookie Monster reluctantly tasted a Sunkist orange and immediately announced his love for citrus. "Cookie eat orange, too," he cried. "They healthy, sweet and fun to eat. Me love citrus."
The skit served to announce the Healthy Habits for Life Partnership between Sunkist Growers, based in Sherman Oaks, CA, and Sesame Workshop, based in New York. The goal of the initiative is to promote the benefits of healthy snacking and reach parents through new packaging, point-of-sale materials and consumer promotions. New custom-designed Sunkist fruit bins and floor displays featuring Elmo, Cookie Monster, Big Bird and Zoe will be in supermarkets across the country starting in December.
Other key components of the partnership are the launch of a comprehensive web site (www.sunkist.com/sesamestreet), which will provide snacking tips, recipe ideas and activities for the entire family; a Sunkist display station in stores featuring a special message from the Sesame Street characters; and a consumer sweepstakes, which will be promoted on-line and in stores, that offers a chance to win a trip to a Beaches Resort and Sesame Street gift packs.
"Sunkist joins a list of blue-chip organizations committed to Seasame Workshop's Healthy Habits for Life initiative - a content-driven program to help young children and their caregivers establish an early foundation of healthy habits that can last a lifetime," said Maura Regan, vice president and general manager of global licensing for Sesame Workshop.
"Sunkist is very excited to be participating in the [Healthy Habits for Life] partnership," said Mr. Gargiulo. "It's a great story to tell about how delicious and nutritious Sunkist citrus is, and we'll look for every opportunity to promote [the partnership] at retail.
"These kind of alignments are where the future of the produce industry lies," added Mr. Gargiulo.
"Sunkist and Sesame Workshop are perfectly aligned in many ways," said Ms. Regan. "We are so thrilled to have Sunkist as a partner."
"Kids love Sesame Street and parents trust it," said Robert Verloop, vice president of marketing for Sunkist. "As a partner in Healthy Habits for Life, Sunkist will harness the energizing enjoyment of Sunkist citrus with the power and reach of Sesame Street to encourage healthy eating with today's families. It's a natural partnership."
During the PMA show, Sunkist also promoted two other initiatives involving children: its affiliation with Little League Baseball and its Take a Stand program.
In the effort with Little League, which is entering its third year, Sunkist is the league's Official Fresh Snack, and the program promotes healthy snacking for the whole family both on and off the field. Through www.teamsunkist.com, Sunkist offers handy tools, such as a printable activity calendar, a homework checklist, helpful homework hints and tips for reducing stress and keeping families organized.
As part of the program, Sunkist produces a series of exclusive Upper Deck trading cards. This year, more players will be added, including some of the current baseball greats.
Packaging, merchandising and in-store displays are all part of the 2006 program. Poly and net bags promoting the free in-pack trading cards will support Navels (March through May). Colorful point-of-purchase cards will highlight the benefits of healthier snacking for energizing enjoyment as well as promote the in-pack purchase incentive. And back by popular demand will be the colorful 24-inch Little League bin created specifically to support better snacking.
"Partnering with Little League Baseball is a great way to encourage healthy eating habits early," said Mr. Verloop. "Sunkist wants to set a precedent on the playing field that will continue at home so the entire family can share in the enjoyment of fresh oranges as a healthy snack."
In the Sunkist Take a Stand program, Sunkist enlisted Nashville country music star Billy Dean as its official spokesman. Mr. Dean appeared at the Sunkist booth Nov. 7 to sign copies of his first major label Christmas album, "The Christ (A Song for Joseph)."
An element of the Sunkist Take a Stand program, the company provides Sunkist signature lemonade stands to kids ages 7 to 12 who pledge to raise money for their favorite charities. Sunkist matches what is raised by the kids. This past summer, over 2,000 kids from across the country responded within the program's first 36 hours, and $400,000 was raised for those in need, which fostered in the children a strong emotional connection to Sunkist and the opportunity to make a difference.
Though the program is normally dormant in the fall, Sunkist reactivated the Take a Stand program for Hurricane Katrina relief efforts, offering free lemonade stands to the first 2,000 kids who promised to raise money for victims of the hurricane.
