Milwaukee, WI – The Biggest Loser brand will debut this fall in produce departments nationwide, thanks to a multi-year licensing agreement between Giraffe Interactive and NBCUniversal Television Consumer Products Group. The goal of the agreement is to create promotional programs that leverage the power of The Biggest Loser as a lifestyle brand to promote the increased sale of fresh produce.
Melinda Goodman, Vice President of Marketing for Giraffe Interactive remarked, “The Biggest Loser is one of the strongest brand connections out there to connect fruits and vegetables to healthy eating and long term lifestyle changes.” Goodman continued, “We are excited by the power of this inspirational brand and the exciting tools we will make available to retailers and consumers as part of our promotional program.”
During the next several months, Giraffe Interactive will be working with retailers and suppliers to develop and launch regional and national campaigns and co-branded merchandise that leverage the power and reach of The Biggest Loser brand.
Plans for brand promotions may include a combination of social media, in-store branding and messaging, consumer tools including a smartphone app and dynamic website featuring cross merchandising, sweepstakes and community experiences that integrate shoppers and past contestants to take part in lifestyle makeovers and share their experiences.
“We are excited to be working with Giraffe Interactive to bring on board synergistic partners in fresh produce,” said Kim Niemi, Senior Vice President, NBCUniversal Television Consumer Products. “’The Biggest Loser’ brand continues to focus on healthy living and promoting a healthy diet, including eating more fruits and vegetables. We want to make it as easy as possible for consumers to make the necessary changes in their lives.”
Monica Austin, Senior Vice President, Business and Brand Development, Reveille adds, “We always are working to find partnerships that make healthy choices easier for consumers by having ‘The Biggest Loser’ stamp of approval on those brands that are better choices for leading a healthier life. This partnership with Giraffe Interactive, NBCUniversal Television Consumer Products and Reveille does just that.”
“The Biggest Loser” is currently in its 13th season and airs Tuesdays at 8:00 p.m. ET on NBC. With over 1.3 million fans online and more than 200 past contestants, “The Biggest Loser” has become more than a TV show, reaching iconic status as a lifestyle brand. Today the brand extends to cross partnerships with companies like Subway and Xbox, as well as additional merchandise including books, DVDs, fitness equipment, health & wellness resorts and food products found in over 20,000 retail outlets.
“The Biggest Loser” is one of NBC’s top entertainment series for women age 18-54 and has been recognized by Advertising Age as a top 50 brand with books and DVDs topping the bestseller list.
For more information about retail promotional programs or co-branded licensing opportunities contact Melinda Goodman at 414-967-5755, or via email at melinda@giraffeinteractive.com.
About Giraffe Interactive
Giraffe Interactive is a marketing and promotional company focused on driving incremental produce sales through the use of compelling information at the point of purchase, innovative technology and merchandising platforms and brand campaigns that strive to inform and entertain customers.
About NBCUniversal Television Consumer Products Group
NBCUniversal is a leader in providing entertainment programming to the domestic and international marketplaces. NBCUniversal Television Consumer Products Group manages all global ancillary television business endeavors for the NBCUniversal Television Group, including third-party home entertainment distribution, consumer products, musical soundtracks, special markets projects and the NBCUniversal Online Store. For the latest product updates and an overview of the properties managed by the group, visit the NBCUniversal Television Consumer Products portal at http://nbcuconsumerproducts.com.
About Reveille
Reveille is part of the Shine Group, one of the world's foremost multinational entertainment and drama companies. Best known for its popular and award-winning hit series including MASTERCHEF, THE BIGGEST LOSER, THE OFFICE, THE BURIED LIFE, UGLY BETTY, THE TUDORS, TABATHA'S SALON TAKEOVER, SHEAR GENIUS and PARENTAL CONTROL, the Company also focuses on exploiting worldwide intellectual property rights in scripted and unscripted television and digital entertainment. Reveille has partnerships with Break Media, Microsoft and Yahoo! to develop original online series for brands. Through its distribution arm, Shine International, Reveille distributes its extensive library of programming to more than 150 countries.
Source: Giraffe Interactive