Today, I read an article in Good Magazine about branding vegetables. I love running into “Why didn’t I think of that?” ideas even if I also experience a little disappointment for actually not having thought of an idea first. This one happens to combine brand, social sustainability and behavior design to create healthy change.
The Produce Marketing Association (PMA) and Sesame Street have created a pretty incredible co-branding partnership for a campaign called Eat Brighter. Two things make this partnership “aha!” inspiring. First, the PMA made the connection of a child’s behavior and engagement with the cereal aisle. I have personally seen and experienced the oohs and ahs of kids over Cap’n Crunch and Fruit Loops and the request to “get some of these?” Second, the PMA recognized that this type of engagement is decidedly missing in the produce section. If only they could “Mr. Potato Head” all of the produce.
Enter Sesame Street. In an unprecedented partnership, Sesame Street is loaning the likeness of any and all of their characters to grocers and produce retailers across the country….for FREE. Yes, that’s right. Free. Coming to a neighborhood grocery store near you will be Elmo and Oscar peddling cantaloupe and kale using all of their charm and recognition with the under 3 foot set.
I call this a win all the way around. Great branding for fruits and vegetables. Great brand association for Sesame Street. Great promotion of healthy foods for kids taking page out of the branding playbook of junk foods. I can’t wait to see it activated in stores.
See the Good Magazine story for more details.