Bert and Ernie to Plug Veggies to Kids

Sesame Workshop waives license fees for use by produce marketers

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Families and children could soon see Big Bird popping up on displays of broccoli, or Ernie next to a basket of apples.

In a two-year arrangement announced Wednesday by First Lady Michelle Obama and the Partnership for a Healthier America (an outgrowth of First Lady's Let's Move initiative to reduce childhood obesity), Sesame Street agreed to waive its license fee, allowing the growers, suppliers and retailers of the Produce Marketing Association to use Bert and Ernie and the rest of the gang to promote healthy produce.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in