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‘The Biggest Loser’ Plans To Win Big With Fruits, Vegetables

Last updated on September 11th, 2012 at 01:23 pm

“The Biggest Loser” brand will debut this fall in produce departments nationwide, thanks to a multi-year licensing agreement between Giraffe Interactive and NBCUniversal Television Consumer Products Group. The goal of the agreement is to create promotional programs that leverage the power of The Biggest Loser as a lifestyle brand to promote the increased sale of fresh produce.

Melinda Goodman, VP of marketing for Giraffe Interactive says, “The Biggest Loser is one of the strongest brand connections out there to connect fruits and vegetables to healthy eating and long term lifestyle changes. We are excited by the power of this inspirational brand and the exciting tools we will make available to retailers and consumers as part of our promotional program.”

During the next several months, Giraffe Interactive will work with retailers and suppliers to develop and launch regional and national campaigns and co-branded merchandise that leverage the power and reach of The Biggest Loser brand.

Plans for brand promotions may include a combination of social media, in-store branding and messaging, consumer tools including a smartphone app and website featuring cross merchandising, sweepstakes and community experiences that integrate shoppers and past contestants to take part in lifestyle makeovers and share their experiences.

“We are excited to be working with Giraffe Interactive to bring on board synergistic partners in fresh produce,” says Kim Niemi, SVP of NBCUniversal Television Consumer Products. The Biggest Loser brand continues to focus on healthy living and promoting a healthy diet, including eating more fruits and vegetables. We want to make it as easy as possible for consumers to make the necessary changes in their lives.”

Monica Austin, SVP of business and brand development at Reveille, adds, “We always are working to find partnerships that make healthy choices easier for consumers by having The Biggest Loser stamp of approval on those brands that are better choices for leading a healthier life. This partnership with Giraffe Interactive, NBCUniversal Television Consumer Products and Reveille does just that.”

The Biggest Loser currently is in its 13th season and airs at 8 p.m. (EST) Tuesdays on NBC. The show has more than 1.3 million fans online and more than 200 past contestants. It is one of NBC’s top entertainment series for women age 18 to 54.

The Biggest Loser brand extends to cross partnerships with companies like Subway and Xbox, as well as additional merchandise including books, DVDs, fitness equipment, health and wellness resorts and food products found in more than 20,000 retail outlets.





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