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US: Hungry-Girl returning to Mann's Booth at PMA
Famous veggie lover and rising media star Lisa Lillien will be returning to Mann Packing’s PMA Booth# 2818 on Sat., Oct. 3, to sign copies of her latest cookbook: 200 Recipes Under 200 Calories (while supplies last).
The appearance also kicks off a new collaboration for the company and Hungry Girl: Her image and seal of approval will be featured on packages of Mann’s Broccoli Cole Slaw, Rainbow Salad and Sweet Potatoes starting this fall.
Lillien, better known as Hungry Girl, discovered Mann Packing’s Snacks On The Go and other fresh cut vegetables in 2007 and became a devoted “Mann fan.”
By partnering with Hungry Girl, the quirky nutrition and weight loss Web site www.hungry-girl.com, Mann reaches more than 800,000 daily e-newsletter subscribers. The packaging co-branding leverages that exposure to shoppers at the store level.
Mann is also listed as the "Go to brand" for fresh vegetables and broccoli cole slaw in Lillien's book 200 Under 200, which debuted at number one on the New York Times list. Readers of the book will recognize Lillien's quirky character image on Mann products at store level--which should spur purchase.
Hungry Girl started out as an e-mail blast to friends and has grown into one of the Internet's most read food blogs. Hungry Girl is on Facebook, Twitter, WeightWatchers.com, yahoo.com and continues to leverage new media to reach hundreds of thousands. Lillien also has made appearances on The Today Show, The View, Good Morning America and Extra!
Instead of eliminating the Mann brand and licensing the Hungry Girl name, Mann and Hungry Girl are collaborating on the new packaging. The co-branded products have Lillien’s approval, recipes and great ideas--but Mann also has brand presence. The co-brand reaches Mann's target audience of young women, moms and aging baby boomers.
The new packages have been selected as a finalist for the 2009 PMA Impact Award: Excellence in Packaging awards in the category of marketing message/content.
“We met Lisa when Hungry Girl was just starting out and to be part of this ride has been amazing,” Lorri Koster, vice president of marketing, said. “She’s stayed on mission from day one and we’re proud that we have earned her endorsement.”
The Hungry Girl has featured Mann's products in her e-newsletter for over a year and each time Mann receives a huge response from consumers for recipes and coupons.
“We fell in love with Lisa and her positive outlook towards food and health,” Koster said. “She relates to our core consumers. We make fresh vegetables easy, she makes them fun. Why not leverage the exposure the products get via Web, television and cookbooks, where it matters most—when the shopper is standing in front of the shelf. I can hear them saying ‘hey, look, there’s Hungry Girl!”
Lillien said, “I scour supermarkets to fulfill the cravings of my former lifestyle with replacement choices, and I love every minute of it. I am always at the forefront of the latest trends in food and dieting, living and loving what I eat! Mann’s fresh vegetables fit right into the Hungry Girl lifestyle. They are good for you and so quick and easy to prepare—they’re loved by Hungry Girls everywhere!”
For more information, please visit www.veggiesmadeeasy.com.
Publication date: 9/29/2009
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