Birds Eye® Vegetables Teams Up with Disney to Promote Healthy Eating Directly to Kids
Birds Eye launches “Step Up To The Plate” movement to combat the nutrition gap in America.
Birds Eye® frozen vegetables, owned by Pinnacle Foods Inc. (NYSE: PF), today announced they will team up with Disney to work to increase the number of kids consuming the recommended amount of vegetables per day by directly engaging and educating them on the importance of vegetables in a well-balanced diet. Following the kick-off of Birds Eye’s Step Up To The Plate program, Birds Eye and Disney will introduce a multi-platform sponsorship that promotes the great taste of vegetables and the benefits they provide. It is anticipated that the initiative will also include a Disney Consumer Products component that will showcase characters on Birds Eye packaging.
The collaboration between Disney and Birds Eye will be brought to life this summer through Disney’s top-ranked kid and tween targeted media platforms, helping to give veggies an image makeover in the eyes of children. The Birds Eye Step Up To The Plate program aligns with Disney’s Magic of Healthy Living initiative and integrates Birds Eye into program sponsorships and “Disney’s
Magic of Healthy Living TRYathlon Road Tour” scheduled for August and September 2014. It will also engage Disney Channel and Disney XD stars for a cross-platform sweepstakes. Together, Birds Eye and Disney will show kids that veggies can be both fun and delicious by encouraging them to explore new healthy foods.
“Moms know veggies are healthy and that her family needs to eat more of them,” said Mark Schiller, EVP & President, Birds Eye Frozen Division at Pinnacle Foods Inc. “Our job is to help make it easy for her to do just that. Having Disney Step Up To The Plate with us furthers our ability to inspire children to like veggies for life.”
Rita Ferro, Executive Vice President, Disney Media Sales and Marketing, said, “Disney has a time-honored commitment to entertaining kids and families, and that commitment extends to supporting parents in raising healthy, happy kids. This new initiative with Birds Eye proves that doing the right thing for kids is also a smart strategy for our business.”
I am excited to help spread the word about this fabulous campaign! I will bringing you some veggie-filled, fun recipes from my own kitchen. I know I need more veggies in my diet, so lets get this started!! Look forward to more information about this great program and lets change how kids view veggies for the better!
Disclaimer: I am being provided free Bird’s Eye coupons to help my promote this campaign. No other compensation was received.