WASHINGTON, D.C. - Madness occurs when First Lady Michelle Obama, Sesame Street star Big Bird, Emmy-nominated comedian Billy Eichner, and the First Lady’s number one fan Elena participate in goofy grocery games, acapella dancing, and street trivia in the name of getting kids to eat healthier.
This is what you will find in the above video in the latest of PMA’s eat brighter! campaign.
“We’re so thrilled to see this unique movement gain support from the industry, and even happier to see their hard work and commitment gain attention from people like the First Lady and Billy Eichner,” Cathy Burns, PMA President, said in a press release. “Our industry has a great responsibility to positively impact eating habits for kids and their families. I firmly believe we’re on that path, making great strides through the creative marketing that the ‘eat brighter!’ initiative brings.”
Sherrie Westin, Executive Vice President and Chief Marketing Officer of Sesame Workshop, added, “At Sesame Street, we’re committed to helping children grow up smarter, stronger, and kinder, and an important part of being stronger is being healthy. We’re proud to be working with PMA and PHA on the eat brighter!™ initiative, and what better way to show kids that eating fruits and vegetables is not only healthy but fun than with Billy Eichner, the First Lady, and Big Bird!”
Michelle Obama actively becomes FLOTUS (First Lady Of The United States) a force to be reckoned with against Big Bird and Elena in the challenges Eichner poses, both pop-culture and produce-based.
Eichner is a loud and dynamic internet personality with a following of over 2 million viewers on the award-winning comedy site Funny or Die, co-founded by comedian and actor Will Ferrell.
It’s a unique marketing strategy. What else but getting kids to find eating fruits and veggies cool could get the First Lady to ditch her high-fashion heels and push a guy in a grocery cart? The same guy that has Big Bird running through New York City streets asking people questions like whether the Apple company counts as a fruit. Whatever it takes, right?
