Celebrities to Help GFF Promote Grain-based Foods
Celebrity chef Alton Brown and actress Rachel Griffiths from the show “Brothers & Sisters” will be part of the star power supporting the Grain Foods Foundation’s program for the upcoming year.
Specifically, the foundation plans to use two platforms — “Ten Years of Saving Babies” and “Get Going with Grains” — to promote grain-based foods.
“Ten Years of Saving Babies” will mark the anniversary of fortifying baked goods with folic acid, which has helped reduce the number of neural tube birth defects. In addition to unveiling the March of Dimes folic acid seal of approval on enriched grain products, the GFF will expand its multimedia promotional efforts, including print ads, focused on family and health. Griffiths and Josie Bissett, formerly of TV’s “Melrose Place,” will be involved in the campaign.
The second platform, “Get Going with Grains,” will emphasize how increasing the consumption of gains is a simple way to increase energy. At the heart of the platform is an integrated marketing campaign in partnership with Meredith Publishing, publisher of Better Homes & Gardens, Family Circle and other magazines. That campaign includes a “Smart Snacking Promotion” where consumers submit their favorite on-the-go snack ideas using a variety of breads. Meredith Publishing will provide a grand prize — a personal chef who will do the winner’s grocery shopping, prepare their meals and snacks, and even clean-up after said meal- and snack-making for two weeks.
In addition to Brown, the GFF has the support of Cat Cora, host of The Food Network’s “Iron Chef,” as well as retailers such as Kroger, Publix Supermarkets and Safeway, which will help promote the program.