The watermelon program is designed to get children and their families excited about eating watermelon, a fruit high in vitamins C and A. Each individual watermelon will include a peel-off label with information about watermelons and a kid-friendly recipe.
“We are offering large Sesame Street ‘eat brighter!’ bins as an added benefit for our retail partners, and they really stand out at store level,” says Gil Munguia, division manager of Giumarra Nogales. “Watermelons are the perfect item for Giumarra Nogales to begin its participation debut in Produce Marketing Association’s far-reaching initiative, and we will have high supply to service all of our customers.”
The high-graphic bins feature Big Bird and Elmo, as well as the Nature’s Partner brand identity. The bins aim to catch the consumer’s attention from across the produce department, and the peel-off labels will seal the sale with a fun, informative design.
“It’s important to highlight the awesome nutritional benefits of watermelon, but also appeal to kids with the label,” says Ben Reilly, Midwest business development manager for Giumarra. “We decided on a recipe for a cupcake-shaped watermelon snack that families will have fun creating together.”
Giumarra worked with Pennsylvania-based Yerecic Label to produce the peel-off labels, the designs of which feature Elmo or Oscar.
“Our team is always excited to design fun and exciting labels, and Giumarra’s Sesame Street labels top the list,” says Yerecic Label President Art Yerecic. “The ‘eat brighter!’ message and Sesame Street characters help draw attention to the product and entice kids to try more fruits and vegetables.”
Giumarra anticipates increased volume this spring, up about 28 percent from 2014. Shipments are expected to arrive beginning in mid-March.
*Editor’s note: During an interview last year with The Shelby Report, Cathy Burns of the Produce Marketing Association discussed the group’s “eat brighter!” campaign.