Pinnacle's Birds Eye Teams with Nickelodeon
Jul 12, 2012 (Close-Up Media via COMTEX) --
Pinnacle Foods announced that Birds Eye is getting kids to change the conversation about vegetables and inspire the next generation to love their veggies.
By tapping Nickelodeon, an entertainment brand for kids, and working with iCarly's Jennette McCurdy as a veggie-loving ambassador, Pinnacle said Birds Eye is enabling kids' culinary creativity and encouraging them to share their veggie inspiration with other kids.
According to a release, parents and kids can create their own wacky veggie dish for a chance to have it featured on an episode of iCarly as part of the "iCarly iCook with Birds Eye" initiative. Kids can also enter for a chance to win a trip to the set of a Nickelodeon show with McCurdy. To celebrate creativity, kids can experiment using the virtual kitchen and dish creator. They can also get their 15 minutes of fame by submitting their chef-tastic photos to be featured as the "Chef of the Week." On the site, there will be exclusive "wacky veggie fun" video content with UPC codes from Birds Eye Steamfresh packages.
McCurdy announced the Birds Eye initiative to her more than 3 million Twitter and Facebook fans with a special inaugural video featuring an impromptu veggie rap song. "It's all about celebrating the awesomeness of veggies," said McCurdy. "With all the variety, colors and deliciousness packed into Birds Eye vegetables, it's fun to get crazy in the kitchen, and I'm committed to being a role model by eating more veggies every day."
With nine out of 10 children and adolescents in the United States not getting the recommended amount of vegetables, the Company noted that Birds Eye has a sustained commitment to engage kids with vegetables and help reverse the decline. Beyond the Nickelodeon partnership, Birds Eye pledged a three-year commitment with the Partnership for a Healthier America (PHA), which includes marketing and advertising vegetables directly to kids in their voice and bringing to market kid-inspired products. First Lady Michelle Obama has lauded Birds Eye's approach to inspiring kids and helping support moms and is "proud that Birds Eye and the Partnership for a Healthier America have come together to make the healthy choice the easy choice for families."
Pinnacle said moms can get involved with the campaign, too, by going to BirdsEye.com to to check out new recipes, such as Green Monster Pizza Night and Grilled Cheesy Broccoli Pockets with Ham featuring Birds Eye Steamfresh products. Birds Eye Steamfresh is perfect for kids' cooking because no knives or hot stoves are required - they can help press the buttons on the microwave and, with mom's help removing and pouring, it's simple for kids to prepare their own creations.
"Nickelodeon is a perfect partner for Birds Eye to inspire a new generation of vegetable lovers because they have powerful assets like iCarly that kids love and the right creative, fun and engaging approach that will encourage change for future generations," said Rodrigo Troni, senior vice president of marketing, Birds Eye. "We've become mom's ally at the dinner table and we want to help moms even more by encouraging kids to think about vegetables differently. Moms know the benefits of vegetables on the plate, but it takes a breakthrough approach to get kids involved so they own and enjoy their vegetables."
With more than 40 vegetables offered and countless ways to enjoy them, from pure and simple vegetable favorites to sauced and seasoned sides and steamed varieties, Birds Eye gives consumers limitless possibilities to complete the meal with vegetables every day.
Pinnacle Foods is a producer, marketer and distributor of branded food products.
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