CHELAN, WA - Chelan Fresh is celebrating one of the biggest eating and marketing events of the year with its annual Fuel Up to Play 60 promotion in partnership with the NFL.
The fourth year running for the campaign that looks to inspire kids to move more and eat healthy by seeing their pro athlete idols do the same, Mac Riggan took the time to share some details with me about how everyone benefits from this particular produce push.
"This is a cost-effective way to help moms make eating healthy cool for their kids,” Mac shares with me, explaining that professional athletes are a key influence for both children and teenagers.
The program also gives all promotional proceeds to schools on an on-merit basis to create healthier food programs and/or playground equipment for their schools. “The hope is that kids will notice the branding in-store as matching what they see in the Fuel Up to Play 60 images at schools and on ads during football games. Then they will tell the moms that this program helps promote nutrition and exercise at their schools,” Mac adds.
As for playing a dynamic role in the buy-side, Mac shares that the program helps put retailers in the minds of parents as pillars in the community.
“This is something that we look to make a big part of the community, and the retailer gets to capitalize on that. In many ways, having this brand in the store is helping the community to remember the retailer even more than they will Chelan Fresh,” Mac explains.
Another benefit is the Fuel Up to Play 60 branded packaging, which makes fruit available in both 5 and 10 lb poly bags.
“Retailers do a good job of putting convenient, healthy food in sight, and making people aware of that in the store, and we do our best to help with a good piece of real estate,” Mac tells me when describing the bags. He explains that not only are they attractive to the eye, but help to generate sale volume by guaranteeing a 5 or 10 lb buy.
Various apple varieties are available in the poly bags, with hi-graphic DRC's. Seen by millions of kids every day, this NFL-partnered promotion piggy-backs the massive amount of attention the Super Bowl garners to help parents make apples more appealing to children. In other words, every player wins.
