March 14th, 2014
Companies Tap Celebrity Power For Extreme Vegetable Makeover
By ALLISON AUBREY
NPR - The Salt (Blog)
Marketing to kids may have gotten a bad rap in the past. Especially since children have been the target of so much junk food advertising.
But it’s a new day.
Increasingly, companies are seeing profits pushing ultra-healthy stuff. And they’re not using a finger-wagging, guilt-ridden, eat-your-veggies-because-they’re-good-for-you messaging.
Birds Eye is taking a page from the playbook of other companies that have had success leveraging the power of teen pop stars: The frozen food giant is turning to Disney.