New branding features Sesame Street characters and encourages shoppers to add fresh produce to school lunches

Iconic characters from children’s TV show Sesame Street will feature in a new back to school campaign from Perfection Fresh in collaboration with ’A better choice!’.

A specially curated product range launched for this promotion will feature the Sesame Street characters on packaging including Qukes baby cucumbers with Cookie Monster, sweet Petite tomatoes with Elmo, Perfection berries with Abby, and Little Gem bananas with Big Bird.

As the back-to-school and back-to-work season approaches, the campaign aims to address the trends that fewer than one in ten children (8.5 per cent) meet the daily recommended intake of both fruits and vegetables, and 55 per cent of kids struggle to identify common vegetables, by instilling healthy habits early in life.

Luke Gibson, chief marketing and innovation officer of Perfection Fresh, said the company was excited to collaborate with Sesame Street to encourage lunchbox-ready fresh produce consumption, particularly given the impact character branding has on children’s food preferences.

“Kids are more emotionally connected to food with familiar characters. Research has shown that kids are more likely to eat fresh fruit and vegetables when they see familiar friends on the packaging encouraging healthy habits,” said Gibson.

To bring this exciting promotion to life, Perfection has partnered with ’A better choice!’, a joint initiative by Fresh Markets Australia and the Central Markets Association of Australia. 

’A better choice!’, a consumer facing not-for-profit programme created for the industry by the industry, supports over 800 independent fruit and vegetable retailers across Australia, accounting for over 22 per cent of the country’s annual fresh produce sales.

James Patrick, head of marketing and engagement at ’A better choice!’, was excited to make an impact on the health and well-being of Australians.

“This collaboration aligns perfectly with our mission to encourage healthier choices within communities and local fruit and vegetable shops. We are proud to be part of this initiative that promotes fresh produce consumption in an innovative way,” said Patrick.

The promotion is set to begin on 15 January and will run for five weeks. It includes approximately 500 off-location displays strategically placed to capture shoppers’ attention and encourage them to incorporate fresh produce into both school and work lunches.

The initiative will be further supported by a comprehensive advertising strategy, including geo-targeted digital videos, social media campaigns, as well as print advertising and trade engagement.