Plum Organics, a producer of organic food for babies and toddlers, has partnered with popular Nick JR kids show Yo Gabba Gabba! as part of a deal with its parent company, The Nest Collective.
The arrangement makes Plum Organics and Revolution Foods, its sister brand, the official snack sponsors of the "Yo Gabba Gabba! Live!" tour. Plum Organics will set up “Party in my Lunchbox” and “Party in my Highchair” stations during the tour, offering free samples and information on healthy eating.
“It’s great exposure for the company that’s still very much building its brand awareness,” said David Browne, senior analyst at Mintel. “The partnership comes at a good time as well, [given] all the attention on obesity issues, particularly with kids’ snacks and school lunch programs.”
Sangita Forth, senior brand director for The Nest Collective, said Yo Gabba Gabba!’s focus on nutrition is exactly why the brand was chosen: “We know the importance of introducing healthy foods at an early age to develop a life-long appreciation for real food and to create healthy habits. Our partnership with Yo Gabba Gabba! allows us to further reinforce healthy eating as one of the simple life lessons."
Plum Organics is also participating in the "Yo Gabba Gabba! Cool Tricks" video contest by soliciting entries and sponsoring part of the prize package. One grand prize winner will receive a three-month supply of organic food and snacks from Plum Organics and Revolution Foods. Additional winners will receive $100 worth of organic products.
The food brand is running its own Yo Gabba Gabba! weekly promotion online that includes a "Party in my Lunchbox" prize pack full of Yo Gabba Gabba! toys, stickers, CDs, and a variety of snacks.