Nickelodeon sends Dora the Explorer to produce departments in more than 1,000 supermarkets this month in a joint promotion with non-profit Produce for Kids.
The campaign extends Nick’s ongoing health and wellness campaign, “Let’s Just Play,” and builds awareness for four-year-old Produce for Kids’ annual fall healthy-eating program.
Posters, brochures, recipe booklets and floor stands feature Dora, who encourages kids to eat smarter and play harder. Kids also can sign up for Nick’s Let’s Just Play Go Healthy Challenge (a joint effort with the American Heart Association and the William J. Clinton Foundation) and Produce for Kids’ Healthy Kids Club, which lets kids track their produce consumption to vie for a grand-prize bicycle and a $750 grant for the winner’s school athletic department or local Boys & Girls Club. Both campaigns support the in-store push on their Web sites, too.
A slate of produce marketers sponsor the in-store push, including Chiquita, Country Fresh, Dole Fresh Vegetables, Michigan Apple Committee, National Mango Board, Turbana, and Shuman Produce, which founded Produce for Kids.
The campaign runs through Nov. 5 with grocers Meijer, Publix Super Markets and Price Chopper. Grocers promote the campaign in their ad circulars.
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