First Lady Michelle Obama, Sesame Street’s Big Bird and Comedian Billy Eichner
lend star power to eat brighter!™
Newark, Del. — The fresh produce industry’s efforts to inspire children to eat more fresh fruits and vegetables through ‘eat brighter!’, a movement forged by Produce Marketing Association (PMA), Sesame Street and the Partnership for a Healthier America (PHA), is gaining national attention this week through a video
starring First Lady Michelle Obama, Sesame Street’s Big Bird, and NBC Parks and Recreation actor and FunnyOrDie.com comedian Billy Eichner of Billy on the Street.
Billy Eichner is an Emmy-nominated comedian whose work can be viewed on the award-winning comedy website, Funny Or Die, co-founded by Will Ferrell. Billy’s popularity with the millennial audience is anchored by his 2 million+ following, and his reach is growing. Billy on The Street episodes, a recurring segment on the website, will begin to air on TBS’ TruTV. His work can also be viewed on Tuesday evenings on NBC’s Park and Recreation, starring Amy Poehler.
The star-studded video highlights the importance of fruits and vegetables in kids’ health, in particular highlighting the work being done through the ‘eat brighter!’ movement, leveraging the Sesame Street character images in fresh produce marketing, specifically described in the video by the First Lady, “We’ve got the Sesame Street friends like Big Bird teaming up with the produce industry to try to help make eating fruits and vegetables fun and exciting for kids and their parents.”
The comedic video making its way to consumers’ social feeds, televisions and smartphones across the U.S. features the trio participating in a game show in the produce department at a Safeway grocery store. Eichner asked the game show participants questions like, “Sir, does an Apple TV count as a fruit?” and, “Miss, would your child prefer strawberries with Elmo’s face or strawberries with JK Simmons’ face?”
“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,” says Cathy Burns, PMA president. “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.”
“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,” said Sherrie Westin, Executive Vice President and Chief Marketing Officer of Sesame Workshop. “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!”
“Making fruits and vegetables something kids want to eat and parents want to serve is a goal of PHA’s and also of the ‘eat brighter!’ effort,” said PHA CEO Lawrence A. Soler. “Collaborations like this help ensure messages about fruits and vegetables are heard by kids and adults alike, and make fruits and veggies more exciting and fun for everyone.”
To view the video, click here.
For more information on the ‘eat brighter!’ movement and how to get involved, visit www.pma.com/eatbrighter
Editor’s note: A high-resolution photo of First Lady Michelle Obama, Big Bird and Billy Eichner is available on PMA’s flickr page. The photo must be accompanied by the following caption:
First Lady Michelle Obama participates in a "Let's Move!" Funny or Die game show taping with Billy Eichner of Billy on the Street, and Big Bird at Safeway in Washington, D.C., Jan. 12, 2015. (Official White House Photo by Amanda Lucidon)
About eat brighter!™
The eat brighter!™ movement is a unique and powerful collaboration between Sesame Workshop and Produce Marketing Association (PMA) that encourages kids ages 2–5 to eat more fruits and veggies. The collaboration, commissioned by the Partnership for a Healthier America, works with the private sector and PHA Honorary Chair First Lady Michelle Obama to broker commitments to help end the childhood obesity epidemic.
About Produce Marketing Association (PMA)
Produce Marketing Association is the leading trade association representing companies from every segment of the global produce and floral supply chain. PMA helps members grow by providing connections that expand business opportunities and increase sales and consumption. For more information, visit www.pma.com