NEWARK, DE - Produce Marketing Association’s (PMA) Research Center has been conducting quarterly surveys to measure the success of the eat brighter!™ campaign, and the second quarter is in.
The results? An average incline upwards of three percent in sales self-reported by participants, with some reporting increases as high as 11 percent, according to a PMA press release.
“This is an encouraging sign, and we’re thrilled that participants are able to take the eat brighter! assets, available through an unprecedented program agreement with Sesame Workshop, and turn it into results like these,” Cathy Burns, PMA President, commented in a letter to members. “Now that the program has been extended through 2018, we look forward to seeing positive growth in this trend as more kids and families experience eat brighter! in stores.”
The eat brighter! campaign, which allows members of the produce industry to include popular Sesame Street characters royalty free in any go-to-market strategies, has garnered a lot of attention from the media, having gone viral when Big Bird, First Lady Michelle Obama, and comedic sensation Billy Eichner created a Funny or Die Video. In fact, PMA reports, they were recognized with an Emmy nomination for their work on the eat brighter! comedic video, which can be seen below.
This put the eat brighter! program in front of the eyes of about 13 million Emmy viewers.
“With produce sales rising three percent on average for participating companies -- and with some reporting increases as high as 11 percent -- it's very clear that the eat brighter! campaign is working brilliantly,” First Lady Michelle Obama commented on the data results, according to PMA. “I am so thrilled to see Sesame Street and produce suppliers and retailers coming together to get our kids excited about healthy eating, and I look forward to seeing more companies come on board to grow the momentum. Thanks, Elmo and Big Bird!”
Since the program was launched, the PMA Research Center has conducted three quarterly surveys; a compilation of results include the following:
- Of the suppliers in market, 75 percent have reported an increase in year-over-year sales.
- Of the suppliers who have been in market for three quarters, the average increase is 5.3 percent.
One supplier reported that the ability to put a character and figure so well-known for a minimal fee has allowed for an increase in sales volume and merchandising capabilities with several retail outlets. “Customers participating in the program are anxious to continue building their collection of 'eat brighter!' items and other customers are anxious to take 'eat brighter!' labeled product and monitor its ability to increase engagement and sales."
PMA noted that it has heard from participants that full supply chain collaboration is essential in making a program like eat brighter! succeed, and President Cathy Burns expressed enthusiasm in her letter to talk to anyone who has not yet joined about how this movement can impact your business in the positive ways listed.
“Thank you to the 110 participants of this movement. Your courage in changing the way we market fresh fruits and vegetables is inspiring and appreciated,” she wrote. “Without your leadership, we wouldn't have the pleasure of reporting these recent successes.”
For those interested in learning more, or joining the eat brighter! movement, can click here to learn more. Cathy Burns will also be in Monterey, CA, this weekend for PMA’s Foodservice Conference & Expo, and happy to discuss the program and answer any questions.
