Grimmway Farms announced a partnership with Giraffe Interactive as the exclusive carrot supplier of The Biggest Loser consumer brand and plans an early November launch of an extensive line of baby carrots that are co-branded with The Biggest Loser.
Bob Borda, vice president of marketing for Grimmway Farms, says, “Carrots are an extremely healthy, versatile and convenient food. This brand partnership with The Biggest Loser is a great opportunity to share that message more clearly with consumers and promote fruits and vegetables as part of a healthy diet.”
Connecting with consumers and sharing that health messaging will be prominent on the new Grimmway Farms carrot packaging.
Through a cross-promotional partnership with The Biggest Loser Resorts, Grimmway Farms is hosting a 14-month sweepstakes that allows consumers to register to win one of three trips to the Biggest Loser Resorts. Registering for the sweepstakes will be as easy as scanning a QR code or visiting the new www.justcrunchem.com microsite. The new site will also feature health and nutrition information from Derek Johnson, Executive Nutrition Director for Biggest Loser Resorts.
In addition to branded packaging and the consumer sweepstakes, Grimmway will also network with consumers’ online, sharing recipes, healthy content and more chances to win Biggest Loser merchandise through social media sites including Facebook and Twitter. “The Biggest Loser online audience is nearly 2 million strong and they are a loyal community eager for information on healthy living,” says Borda.
Grimmway Farms will offer the Biggest Loser brand in both private label and the Grimmway brand and will work with retailers to customize a program that meets each retailer’s individual needs.
Melinda Goodman, Vice President of Marketing for Giraffe Interactive commented, “The Biggest Loser has transcended its role as an entertainment brand and has become a lifestyle brand focused on healthy living. We’re proud to welcome a market leader like Grimmway Farms into the program and help them celebrate the health and wellness benefits of carrots.”
Grimmway Farms joins current marketing partners Sage Fruit in promoting The Biggest Loser brand. During the next several months, Giraffe Interactive will be announcing new grower-shipper partners in additional categories timed with the premiere of Season 14 of The Biggest Loser debuting in January on NBC.