FOR IMMEDIATE RELEASE August 17, 2000
CONTACT: Robb Enright Director of Public Relations & Production
302-235-ADAY; ext. 18
Largest-Ever National 5 A Day Month Cross-Promotion to Celebrate Eating More Fruits and Vegetables
Wilmington, Del. - Consumers nationwide will receive an extra dose of 5 A Day spirit throughout September as the Produce for Better Health Foundation, several non-produce brands and participating retailers conduct the largest-ever National 5 A Day Month cross-promotion featuring coupons off produce, recipes and more. More than $6 million of advertising value is supporting the National 5 A Day Month cross-promotion. The cross-promotion helps celebrate National 5 A Day Week, which takes place Sept. 10-16 and is often extended for the entire month in retail stores.
The National 5 A Day Month cross-promotion features ReaLemon(r) lemon juice, Ziploc(r) freezer bags, Treasure Cave(r) blue cheese and T. Marzetti(r) dips products linked to produce through cents off coupons, 5 A Day recipes and point-of-sale materials. More than 100 million 5 A Day-approved recipes will be distributed as part of the cross-promotion. The cross-promotion will take place in 5,000 retail stores, including: Bi-Lo, Food Lion Stores, Genuardi's Family Markets, Kash 'N Karry Food Stores, Marsh Supermarkets, Pick 'N Save, Publix Supermarkets, Richfood, Roundy's, Safeway, ShopRite and SUPERVALU.
"The National 5 A Day Month cross-promotion gives us the chance to merchandise produce with four popular brands to provide consumers with coupons, 5 A Day recipes and tips for creating healthy meals," said Frank Gillespie, corporate director of produce for Roundy's of Wauwatosa, Wisc. "The combined approach of magazine inserts, in-store display materials and 5 A Day messages will extend beyond the Pick 'N Save stores to attract attention to this cross-promotion. For Pick 'N Save and Roundy member stores, this is a great way to promote 5 A Day."
"Retailers, suppliers and the participating brands will mutually benefit from the National 5 A Day Month cross-promotion because it ties into a nationwide effort to promote 5 A Day," said Amy Bielicki, director of marketing for the Foundation. "National 5 A Day Week and Month create considerable exposure for the 5 A Day message. This cross-promotion capitalizes on the broad consumer outreach of that celebration."
During September, a special insert will reach more than 27 million consumers through magazines, including: Better Homes and Gardens, Family Circle, Good Housekeeping, Ladies' Home Journal, McCall's and Woman's Day. The 4-page insert features coupons, recipes and information about the four featured brands and the cross-promotion.
Participating retailers receive two different 7-inch-by-11-inch POS cards with two pockets to hold small recipe cards. The four different 5 A Day tri-fold recipe cards feature a 5 A Day recipe or handy tips, information on the particular brand and a coupon. In all, each consumer can receive more than $2 off on produce items. For example, the Ziploc(r) freezer bag recipe card contains a coupon redeemable for 55 cents off of any produce item with the purchase of Ziploc(r) freezer bags. The tri-fold also contains tips for freezing fruits and vegetables. The Foundation is providing participating retailers with camera-ready artwork for use in advertising and circulars to help draw attention to the promotion. Retailers can work with their suppliers to customize the cross-promotion with co-op advertising, co-branded displays and in-store demonstrations.
Now in its eighth year, National 5 A Day Week is conducted jointly by the Foundation and the National Cancer Institute (NCI) to focuses the nation on the importance of eating 5 or more daily servings of fruits and vegetables for better health. Retailers use the event to showcase fruits and vegetables by conducting promotions, tastings, special displays, store tours and other activities. The Foundation's http://www.5aday.com website features downloadable text, graphics, and tips explaining how people can demand more fruits and vegetables wherever they eat, work, learn and live.
To learn more about the National 5 A Day Month cross-promotion or to find out how to participate in National 5 A Day Week, contact Amy Bielicki, director of marketing for the Foundation at 302-235-2329; ext. 19.
For more about the 5 A Day-- for Better Health program, contact the Foundation at 302-235-ADAY; fax: 302-235-5555; or check out http://www.5aday.com.
The Produce for Better Health Foundation is the catalyst for creating a healthier America through increased consumption of fruits and vegetables. The Foundation is a nonprofit organization which, in cooperation with the National Cancer Institute, sponsors the national 5 A Day -- for Better Health program.