What is the eat brighter! program?eat brighter!™ is an innovative, consumer-facing marketing initiative that allows producers, suppliers, distributors and retailers of fresh produce to promote fresh fruits and vegetables with some of the most popular Sesame Street character images, including Big Bird and Elmo – royalty-free. That's a multi- million dollar deal for a one-time, low administrative fee.
Our goal is to give the produce industry a unified message that aims to increase the consumption of fresh produce. The PMA partnership with Sesame Street Workshop and the Partnership for a Healthier America (PHA) gives our industry the tools to drive change! Now with eat brighter!, companies like yours can add a spotlight on the products you grow, ship and sell to create awareness and build consumer demand. Featuring Sesame Street characters in the produce department will appeal not only to children, but also to parents and caregivers. Sesame Street is a brand parents and caregivers trust and children love. [Top]
Why is the eat brighter! movement important and how is it different?
Fresh produce consumption remains far below recommendations and diet is the number one cause of mortality and obesity issues in the U.S. As produce marketers, we have the power to do something about it, and we all know that sophisticated, targeted marketing works. Our goal is to give the produce industry a unified movement—helping to rise above the advertising noise with a strong voice and one clear message that aims to increase consumption of fresh produce. With this partnership, we finally have the tools to drive change! With the help of the national tagline, eat brighter!, the industry can draw parallels between the trusted Sesame Street characters and fresh produce—healthy, brilliant and alive.
Using Sesame Street characters in the produce department will appeal not only to children, but also to their parents and caregivers. Sesame Street is a brand moms trust and children love. In fact, a Sesame Workshop survey found that 83 percent of moms have high trust in the Sesame Street brand. Out of all preschool TV programs, Sesame Street carries the highest shared viewership between children and their moms—with over 6 million viewers weekly, including nearly a million moms. Studies have found Sesame Street’s furry characters prove successful at influencing children’s eating decisions. We also know moms are the main decision-makers at the store for their household. [Top]
When did the eat brighter! movement begin?
The program has been available for industry use since March 31, 2014. Sesame Street-branded fruits and vegetables are already available in supermarkets across North America. [Top]
What's in the marketing toolkit?
The marketing toolkit is designed to provide turnkey resources for the use of Sesame Street characters in media placements, in-store signage, packaging and more—all royalty-free. The scalability of the program provides an opportunity for promotions of any size, and works for marketers of any size. Please see our toolkit page for more details. Need help? PMA is here to guide you through each step of the way. Contact Member Services with questions +1 (302) 738-7100 or Email Member Services. [Top]
How does eat brighter! help my business?
With eat brighter! you can grab your buyers' attention with an internationally know brand, expand business connections and help boost sales - all for pennies on the dollar. eat brighter! gives you an array of select, Sesame Street character images to use on packaging, point-of-sale material, other marketing collateral/promotions, and in your existing, marketing efforts. the industry - and families - are responding. In fact, suppliers participating in eat brighter! for three quarters, on average reported a 5% increase in year-over-year sales. (PMA Survey, Q2, 2015) [Top]
What do I need to do to sign up?
After submitting the JOIN eat brighter! form on our main page, you will have access to the application and licensing agreement. To help you prepare to complete the application, please note that the following information is required:
How long will it take for me to receive notification of approval?
You will receive notification regarding your application within five business days via email. [Top]
What types of businesses should participate and what categories are included?
Who should fill out the agreement?
An authorized representative from your company should complete the agreement. [Top]
What are the fees?
There are no royalty fees to use the Sesame Street characters. However there is a minimal, one-time administrative fee for each approved sublicense. The nominal fee is no comparison to the millions of dollars that licensing agreements typically cost. [Top]
Is the licensing open to companies outside the U.S.?
Only companies selling or distributing products inmarkets in the U.S. and its territories, Canada and Mexico are eligible for participation at this time. [Top]
This campaign is unifying across the industry; it’s low-cost and accessible.
Brett Libke, General Manager, East Coast,
The Oppenheimer Group