The Disney Driven Life has been invited to participate in Disney & Birds Eye’s Step Up To The
Plate program! This week we will feature multiple articles featuring press release info straight from Birds Eye, healthy recipe ideas & our own opinions of Birds Eye frozen products. Be sure to read along this week & Step Up To The Plate with us!
via press release..
Birds Eye launches “Step Up To The Plate” movement to combat the nutrition gap in America.
Birds Eye® frozen vegetables, owned by Pinnacle Foods Inc. (NYSE: PF), announced they
will team up with Disney (NYSE: DIS) to work to increase the number of kids consuming the
recommended amount of vegetables per day by directly engaging and educating them on the
importance of vegetables in a well-balanced diet. Following the kick-off of Birds Eye’s Step Up To The
Plate program, Birds Eye and Disney will introduce a multi-platform sponsorship that promotes the
great taste of vegetables and the benefits they provide. It is anticipated that the initiative will also
include a Disney Consumer Products component that will showcase characters on Birds Eye packaging.
The collaboration between Disney and Birds Eye will be brought to life this summer through
Disney’s top-ranked kid and tween targeted media platforms, helping to give veggies an image
makeover in the eyes of children. The Birds Eye Step Up To The Plate program aligns with Disney’s
Magic of Healthy Living initiative and integrates Birds Eye into program sponsorships and “Disney’s
Magic of Healthy Living TRYathlon Road Tour” scheduled for August and September 2014. It will also
engage Disney Channel and Disney XD stars for a cross-platform sweepstakes. Together, Birds Eye and
Disney will show kids that veggies can be both fun and delicious by encouraging them to explore new
“Moms know veggies are healthy and that her family needs to eat more of them,” said Mark
Schiller, EVP & President, Birds Eye Frozen Division at Pinnacle Foods Inc. “Our job is to help make it
easy for her to do just that. Having Disney Step Up To The Plate with us furthers our ability to inspire
children to like veggies for life.”
Rita Ferro, Executive Vice President, Disney Media Sales and Marketing, said, “Disney has a
time-honored commitment to entertaining kids and families, and that commitment extends to
supporting parents in raising healthy, happy kids. This new initiative with Birds Eye proves that doing
the right thing for kids is also a smart strategy for our business.”
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Disclaimer: I was given the opportunity to review free products from Birds Eye Vegetables. All opinions are my own.