Dole Food Co., Westlake Village, CA, has teamed with Crayola, Easton, PA, and The Produce for Better Health Foundation on an educational push dubbed “There’s a Rainbow on My Plate.” Throughout National Nutrition Month in March, the partners will run the program in 12,000 elementary schools and more than 3,000 partner supermarkets. The goal of the effort is to boost the daily consumption of fruits and vegetables among children.
Teacher curriculum kits include worksheets, resource guides, take-home literature, coloring books with Dole “5 A Day Friends” characters and five-packs of Crayola crayons–one color for each of the five color groups of fruits and vegetables. Materials are also available on www.5aday.com. Students who complete the program and pledge to eat more fruits and veggies will get a “graduation” certificate. Participating supermarkets support with P-O-P materials and an offer for a free There’s a Rainbow on My Plate coloring book with the purchase of Crayola Twistables.
In 2002, Safeway Inc., Pleasanton took top honors in PROMO’s PRO Awards with a similar effort dubbed “Eat Like a Champion.” Safeway teamed with the 5-A-Day campaign and U.S. Soccer to feature soccer stars on classroom premiums, ads and P-O-P items, as well as make classroom appearances. CoActive Marketing Group, Cincinnati, handled.
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