Giraffe Interactive announced that Sage Fruit Co. would be the inaugural partner and exclusive supplier of “The Biggest Loser” co-branded apples, pears and cherries.
"’The Biggest Loser’ lifestyle brand is an exciting opportunity to educate consumers at point-of-purchase and apples play an important and prominent role in the produce department," Melinda Goodman, vice president of marketing for Giraffe Interactive, said in an April 10 press release. "Sage is a category leader and no stranger to big brand marketing and promotion, with previous endorsements with companies like NASCAR making them a strong partner for the introduction of ‘The Biggest Loser’ brand in fresh produce."
"As marketers we are always looking for new opportunities to promote the health benefits of apples and create sustainable purchase behavior,” Chuck Sinks, president of sales and marketing for Sage Fruit, said in the release. “We believe that the brand connection to healthy eating makes ‘The Biggest Loser’ brand one of the most compelling brand stories we've seen in fresh produce to date, and we are eager to get product on the shelf."
Fresh Trends recently reported that over 90 percent of consumers use apples as a snack, which strongly aligns with “The Biggest Loser” messaging. Core to that messaging are easy health tips like The Biggest Loser Simple Swaps, which recommend food replacement ideas for increased nutrition benefits and calorie savings.
Sage Fruit will be debuting “The Biggest Loser” apples in September at the start of the 2012-13 apple season. Its product launch will include a variety of “Biggest Loser” branded packaging, secondary displays and point of sale. All packaging and materials will feature “Biggest Loser” messaging designed to educate consumers about the health benefits of apples and how they can include more fruits and vegetables in their diets.
During the next several months, Giraffe Interactive will be working with retailers and suppliers to develop and launch regional and national campaigns and co-branded merchandise that leverage the power and reach of “The Biggest Loser” brand through a variety of marketing tools, including cross-merchandising, sweepstakes and consumer experiences.