In a new collaboration, Perfection Fresh has joined forces with Sesame Street and 'A better choice!’ to champion the importance of fruit and vegetable consumption, as the back-to-school and work season approaches. Recognising the concerning trend that fewer than 1 in 10 children (8.5%) meet the daily recommended intake of both fruits and vegetables, and a staggering 55% of kids struggle to identify common vegetables, Perfection Fresh aims to instil healthy habits early in life.
Establishing a well-rounded diet rich in fruits and vegetables, coupled with regular physical activity, is crucial for long-term health and can significantly reduce the risk of developing adverse health conditions later in life. Adults are also falling short, with only 6.1% meeting the recommended daily intake of both fruits and vegetables.
As the back-to-school and back-to-work season approaches, Perfection Fresh wants to inspire healthier lunch choices for both young and old. Perfection is excited to collaborate with Sesame Street, a beloved brand with enduring popularity among Australians of all ages, to encourage lunchbox-ready fresh produce consumption.
The specially curated product range for this promotion features the fun and playful 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.
Luke Gibson, Chief Marketing & Innovation Officer at Perfection Fresh, emphasized the impact of character branding 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.”
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 program created for the industry by the industry, supports over 800 independent fruit and vegetable retailers across Australia, accounting for over 22% of the country's annual fresh produce sales.
James Patrick, Head of Marketing and Engagement at 'A better choice!’, expressed enthusiasm for the initiative, stating, "This collaboration aligns perfectly with our mission to encourage healthier choices within communities and local fruit and veg shops. We are proud to be part of this initiative that promotes fresh produce consumption in an innovative way."
The promotion is set to kick off on January 15th 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.
Perfection Fresh, Sesame Street, and 'A better choice!’ are excited to make a lasting impact on the health and well-being of Australians by inspiring a positive change in eating habits through this unique and engaging collaboration.
* ABS National Health Survey; 2020-21