A number one trend on Twitter is just one of the many success stories that Grimmway Farms has to celebrate thanks to their partnership with NBC’s The Biggest Loser. Late in 2012 Grimmway debuted new packaging featuring the Biggest Loser brand and highlighting their relationship with NBC’s hit show, including a sweepstakes that provides consumers opportunities to win one of three trips to the Biggest Loser Resort.
Today, Grimmway continues to expand that relationship with a variety of online promotional efforts to inspire, educate and encourage Biggest Loser fans while also promoting carrots as a healthy snack. The partnership has increased online conversation about Grimmway and created measurable growth in the company’s social media community on Facebook and Twitter.
To connect with show fans, Grimmway Farms is working with Season 11 contestant Courtney Crozier to host weekly Twitter parties during both the east and west coast airings of The Biggest Loser on Monday evenings. The weekly Twitter parties provide viewers an opportunity to chat about the show, get healthy living recipe tips and win fun prizes. To date, Grimmway has interacted with thousands of fans, gained millions of online impressions and found a weekly top trend spot on Twitter with #justcrunchem. In addition to Crozier’s weekly role as the Twitter party host, she also provides weekly social media posts and blog updates about the show.
Starting this week is a new promotion where fans can submit their weight loss success stories on the Grimmway consumer website www.justcrunchem.com. Weekly winners will be interviewed by Courtney, featured on her blog and receive prize packs. On the site consumers can also get health tips from Derek Johnson, Executive Nutrition Director for the Biggest Loser Resorts, read the weekly winner stories and sign up to join Team Courtney’s Grimmway Carrot Crunchers as part of The Biggest Loser’s America’s Challenge.
Grimmway Farms also recently hosted past contestants Mark Pinhasovich, Sione Fa and Felipe Fa, along with Crozier in Bakersfield for a tour of carrot fields and production facilities. Through live tweeting, fans got a firsthand look at where and how Grimmway carrots are grown. The trip concluded with a group workout at the Grimmway Fitness Center (affectionately nicknamed the “Grimm Gym”) featuring the past contestants and over 65 Grimmway employees. This event also kicked off a Grimmway employee Biggest Loser challenge.
“We are so excited by our relationship with NBC and The Biggest Loser,” says Bob Borda, vice president of marketing for Grimmway Farms. “There’s nothing better than bringing a brand alive with interactive promotions and fan engagement, especially when it includes helping them make healthier lifestyle choices. We’re pleased to involve our employees in this effort by initiating an internal challenge and promoting the use of our gym. We believe in fostering an environment that supports the health of our staff.”
The ultimate win for brand engagement was recently punctuated with an on-air placement during a contestant challenge during episode three of The Biggest Loser which aired on January 14. The product placement featured Grimmway Farms carrots, Sage Fruit apples and Duda Farm Fresh Foods fruits and vegetables including celery. The winning team received a challenge reward of free groceries for a year and viewers were reminded of the importance of healthy eating and the Fruits & Vegetables More Matters message.
Grimmway Farms offers the Biggest Loser brand in both private label and the Grimmway brand and works with retailers to customize a program that meets their individual needs.