Tuesday, August 24, 2010

Using Fairy Tales to Sell Vegetables

Okay, so I am all behind this one.  Since we see fairy tales used to sell just about everything else, I am happy to see Jack and the Beanstalk used to sell green beans and carrots to kids (and adults).  I admit that if I saw these on my produce shelf, I would be very tempted to buy them.

Hanline Farms is telling a fairy tale to help encourage children to eat more green beans.

R.S. Hanline & Co., Shelby, Ohio, is also launching a line of diced, sliced and chopped fresh vegetables.

Hanline’s Jack’s Magic Beans are steam bags designed to appeal to children and adults by linking the Jack and the Beanstalk fairy tale to how children can experience a new world of discovery and become a hero like Jack by eating the magic beans, according to a news release.

The triple-washed beans, packaged in anti-fog breathable bags, come in snipped green beans, green beans and red potatoes, and green beans and petite carrots varieties.

Tom Browning, Hanline’s director of sales and marketing, said consumers prefer fresh green beans over canned or frozen but said bagged fresh green beans represent just 3% of green bean sales.

And really, with how obvious a sell this is, why hasn't it been used more often? Where's Don Draper when you need him?  (Sorry, couldn't resist the Mad Men reference on this one.)  The real question is how aware are kids of Jack and the Beanstalk these days?  Most kids I know are actually.  Besides--it says magic!  Who doesn't want magic beans?

Will they use Goldilocks and Little Bear to sell oatmeal next?

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