Goldfish Sponsors Cartoon’s Recess Week

Feb 25, 2009  •  Post A Comment

At a time when most networks and marketers are looking for ways to keep viewers glued to the tube, particularly when a commercial airs, a cable channel and an advertiser are encouraging young people to go outside and play instead of watching TV.
Pepperidge Farm is working with Cartoon Network to promote the channel’s National Recess Week initiative, which encourages kids to go outside and be active.
The sponsorship is built around 100-calorie packages of Pepperidge Farm Goldfish crackers.
Cartoon Network created a customized 30-second National Recess Week spot for Goldfish crackers that will appear on the channel and invite kids to “make up their own rules.” The spot shows kids actively playing in a school gym.
The spot also promotes GoldfishFun.Com. On the site, kids can use Game Maker to create a game of their own based on the number of players, playing field and available equipment. Once they create a game, kids are encouraged to show their friends how to play.
The spot supports Cartoon Network’s ongoing Get Animated campaign, part of which has been an effort to promote the benefits of a daily recess period in schools.
“The Get Animated program at Cartoon Network offers a variety of pro-social opportunities for our advertisers to support healthy living platforms, including Rescuing Recess,” said John O’Hara, executive VP and general sales manager of Cartoon Network. “Together with Pepperidge Farm, we hope the creative promotion helps encourage kids nationwide to understand that physical activity can and should be fun.”
“We’re thrilled to partner with Cartoon Network to help inspire kids to get active simply by playing,” said Stephen White, VP of the youth snacks division at Pepperidge Farm. “The Pepperidge Farm Goldfish brand cares and believes that we can play a part in bringing smiles to kids everywhere by inspiring them to get up, get active and play their game.”
Terms of Pepperidge Farms’ sponsorship were not disclosed.
Cartoon Network’s National Recess Week, set for March 2, is in its third year.
The network said the initiative will involve nearly 7,000 public and private elementary schools, $100,000 in school health and wellness grants and the distribution of more than 100,000 red rubber balls.
A highlight of the week is an attempt to set a Guinness World Record for kids playing four-square.
Dwyane Wade, star of the NBA’s Miami Heat and the USA gold medal Olympic basketball team, is again serving as national spokesman and host of National Recess Week.
Former tennis pro Anna Kournikova and health expert Jillian Michaels of “The Biggest Loser” also will participate in National Recess Week, visiting schools in Miami and New York.
“This annual event has become a favorite for all of us at Cartoon Network as it offers the opportunity to benefit elementary schools across the country, along with the chance to personally volunteer and serve kids in our own neighborhoods,” said Stuart Snyder, president and chief operating officer for Turner Broadcasting’s animation, young adults and kids media group. “Studies have shown that daily recess provides not only vital physical exercise but a much-needed break for all kids to refresh and re-energize for their in-classroom work.”


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