Perfection Fresh has joined forces with Sesame Street and A Better Choice to champion the importance of fruit and vegetable consumption.
As the back to school and back to work season approaches, Perfection Fresh says it wants to inspire healthier lunch choices for both young and old.
The specially curated product range for this promotion features the “fun and playful” Sesame Street characters on packaging including Qukes Baby Cucumbers with Cookie Monster, Petite tomatoes with Elmo, Perfection Berries with Abby, and Little Gem bananas with Big Bird.
Perfection Fresh Chief Marketing & Innovation Officer Luke Gibson emphasises the impact of character branding on children’s food preferences.
“Kids are more emotionally connected to food with familiar characters,” he says. “Research has shown that kids are more likely to eat fresh fruit and vegetables when they see familiar friends on the packaging encouraging healthy habits.”
To bring the new promotion to life, Perfection has partnered with A Better Choice, a joint initiative by Fresh Markets Australia and the Central Markets Association of Australia. A Better Choice, a consumer facing not-for-profit program created for the industry by the industry, supports over 800 independent fruit and vegetable retailers across Australia, accounting for over 22% of the country’s annual fresh produce sales.
The promotion has kicked off this week and will run for five weeks. It includes approximately 500 off-location displays strategically placed to capture shoppers’ attention and encourage them to incorporate fresh produce into both school and work lunches.
The initiative will be further supported by a comprehensive advertising strategy, including geo-targeted digital videos, social media campaigns, as well as print advertising and trade engagement.