California Giant Berry Farms has teamed up with the local D-League Basketball Team for the Golden State Warriors this season and launched a kids club to promote health and fitness to fans.
The partnership with the Santa Cruz Warriors D-League team resulted in significant recruitment in less than a month before it was even publicized, and California Giant berries were quickly named the official fruit of the SC Warriors.
This health- and fitness-based sponsorship program along with a local junior chefs program being launched this summer serves as the foundation for a national messaging program focused on helping kids enjoy a health and fitness based lifestyle.
"Making exercise and eating healthy fun for kids is the key to really building healthy habits on a long-term basis," Cindy Jewell, director of marketing for Watsonville, CA-based California Giant, said in a press release. "We are using our own community to develop pilot programs for kids that we can ultimately launch across the country."
New pages are being developed on the website, as well as social media connections and national contests.
Each month during basketball season, players spend court time with local kids aged 5-12 teaching basketball skills, but more importantly mentoring the young fans on how to enjoy exercise and the importance of being active. They all sit down at the end of each skills clinic and enjoy California Giant berries as a replenishing snack.
"Moms have approached me each time to thank us for being part of a positive influence in the community and for providing kids their favorite berry snacks as a reward for the workout on the court," Jewell added in the press release.
The company created a video using footage from kids clinics, which is shown on the big screen at the arena before each home game to encourage membership in the kids club:
Once basketball season is over, California Giant will continue to work with the Warriors staff to keep kids engaged during the summer with clinics and games on the court, trips to California Giant berry fields, and other activities to keep the California Giant brand top of mind with kids and their families as well as keeping them active.
Each of the local activities developed promoting kids' health and fitness will be the foundation for refining and developing a national messaging campaign to continue to build brand trust and loyalty for "California Giant" brand berries.