July 6th, 2012
Making Children Hanker to Eat Broccoli and Carrots
By ANDREW ADAM NEWMAN
New York Times
THERE are plenty of commercials for healthy food, but the odds of a child viewing them are about as good as a cartoon villain defeating a superhero.
More than 90 percent of food products advertised on Saturday morning television programs, for example, exceed recommended dietary guidelines for sugar, fat or salt, according to a report by the Robert Wood Johnson Foundation.
Now Birds Eye, the frozen vegetable brand, is taking the unusual step of marketing directly to children through a promotional partnership with “iCarly,” the popular show on Nickelodeon.
The brand is starting a recipe contest, “iCarly iCook with Birds Eye,” for children to develop offbeat vegetable recipes. In an online-only video that will be introduced on the Nickelodeon Web site on Monday, Jennette McCurdy, who stars on the show, encourages viewers to “create your own wacky veggie dish” for the contest.