Are you wondering what Cinderella and Elsa have to do with vegetables? Well it seems that Disney is betting on the fact that there is a connection. According to Denver Post, Disney is coming out with branded fruit and vegetables.
Dole Food Co. is partnering with Disney to market fresh produce to children across the country. Characters from Star Wars, Marvel and Pixar will now help hawk blueberries, bananas and broccoli.
“Disney and Dole have a shared mission of providing high-quality produce to help families lead healthier lives,” Josh Silverman, executive vice president of global licensing at Disney, said in a statement.
This is not the first time, Last year, Disney partnered with Sage Fruit Co. to promote the movie “Star Wars: The Force Awakens.” Darth Vader helped market bags of apples, while Yoda hawked green grapes. Popeye the Sailor has also convinced kids to eat spinach, while there are also Flintstones vitamins.
Getting The Parents First
According to Rob Frankel, a Los Angeles-based branding expert “It’s not difficult to slap a character on a food and get kids to love it” “But these days, anybody who tries to sell anything to kids also has to appeal to the parents. Using characters is a way for Disney to prove to parents that “We care about the health of your kids.”
Parents are more hands on and more active in making decisions for their children. Parents are also more aware of the need to make healthy choices. Companies have shifted their marketing tactics to appeal to parents. Hence labels like “all natural” and “no sugar” with an emphasis on health-related benefits.
Branding healthy food choices with popular characters is meant to work from both sides, the child is happy because a Disney princess is on it, and mum feels good because she’s buying a vegetable.
Parents do you think carrots with Cinderella on the pack would get your children to eat more vegetables?