This season, Sunkist is joining forces with NBC’s series The Biggest Loser. Through a promotional licensing agreement with NBCUniversal Television Consumer Products, the brand wants to inspire consumers to make healthier choices, like incorporating fresh citrus into their diet.
“Obesity is one of the most serious health issues facing our nation today,” says Julie DeWolf, director of retail marketing for Sunkist. “To help curb the obesity epidemic, Sunkist is proud to be joining forces with ‘The Biggest Loser’ to encourage consumers to make healthier choices. Fresh citrus offers many health and weight loss benefits, making this relationship a natural fit for Sunkist.”
Sunkist will channel viewers’ motivation to live healthier by bringing The Biggest Loser brand to grocery stores nationwide, inspiring them to make better, more nutritious choices while shopping. Starting as early as December, specially marked packaging for Sunkist citrus will feature on-pack stickers that incorporate The Biggest Loser logo and information about the health and weight loss benefits of citrus.
Sunkist will also offer a valuable consumer promotion that will place a particular emphasis on Sunkist lemons and grapefruit, as both of these citrus varieties are known for their weight loss benefits. Some areas of focus for the promotion, according to company officials, include:
- Lemon: Squeezing fresh lemon into your water adds flavor and Vitamin C, helping you stay hydrated and healthy. By replacing high calorie drinks with lemon water, you’ll be cutting back the number of calories you consume which can aid weight loss, that is why Sunkist has branded lemon water The Ultimate Diet Drink.
- Grapefruit: Grapefruit is a nutrient-packed superfood, providing antioxidants, vitamins and minerals that promote heart health, healthy skin and may reduce the risk of certain cancers. Studies have shown that this superfruit also plays a supporting role in healthy weight loss.