Birds Eye campaign to increase vegetable consumption among kids
Birds Eye will invest a minimum of $6 million over three years and is launching a campaign that celebrates and engages GenVeg -a generation of kids who want to eat and enjoy their vegetables. This marketing and advertising effort will encourage children to eat more vegetables by going straight to the source, kids, through a partnership with Nickelodeon's hit live-action series iCarly in 2012 and one of America's most well-known young stars who will serve as campaign ambassador. Additionally, the company will distribute 50 million coupons and bring to market two kid-inspired vegetable products to be launched nationally.
"Helping parents afford to put vegetables on the plate and helping kids get excited about eating them are vital components of making our nation healthier," said First Lady Michelle Obama. "I'm proud that Birds Eye and the Partnership for a Healthier America have come together to make the healthy choice the easy choice for families and I hope more companies step up to help our kids grow up healthy and strong."
"Birds Eye is taking a different approach to helping kids discover the wonder of vegetables by going straight to the source," said Sally Genster Robling, president of the Birds Eye Frozen Division. "We're asking kids what they think about fresh vegetables in frozen form and inviting them to help us create new veggie products just for kids. By engaging and empowering moms and kids with options available year round, Birds Eye hopes to get more vegetables on America's dinner plates."
Birds Eye commits to dedicate at least $2 million per year for each of three years, to marketing and advertising efforts to encourage children to enjoy and consume vegetables. These funds will support a GenVeg consumer marketing campaign that speaks directly to kids, in the voices of kids.
Birds Eye commits to investing in product innovation to bring to market at least two new kid-inspired vegetable products.
Birds Eye commits to conduct a three-year program to distribute at least 50 million coupons tied to the GenVeg campaign encouraging children to discover the wonder of vegetables. These coupons must promote products that meet US Dietary Guidelines and price reductions must be at least 50 percent off.
Source: www.marketwatch.com
