Safeway's new Eating Right Kids

From Variety comes news of a new marketing campaign by Safeway and WB. No specific mention of fruits and vegetables, but I'm can't believe they would launch a campaign without f/v in the portfolio. Developing....
From Variety:


Consumer watchdog groups have long criticized Hollywood for allowing its characters to market junk food to children. But the studios may soon start to gain some inroads with critics: In the latest move to appease concerns, Warner Bros.' Looney Tunes empire is gearing up to embrace healthy eating.
The studio has paired with Safeway, the nation's fourth-largest supermarket chain, to promote its Eating Right Kids line of food and beverages, rolling out on store shelves this summer.
As part of the deal, Warner Bros. said it will no longer feature its Looney Tunes characters on unhealthy food packaging, other than certain ice cream products or birthday cakes.
"We've cleared the market of anything that might be considered unhealthy," said Brad Globe, prexy of Warner Bros. Worldwide Consumer Products. "Our Looney Tunes characters are our crown jewels. We said, 'Hey, we need to figure out how we can be part of some kind of solution and use our characters in a positive way that will improve the issues related to childhood obesity.'"
As part of a licensing deal with Warner's consumer products unit, Safeway's Eating Right Kids packaging will exclusively feature such characters as Bugs Bunny, Tweety, Taz, Sylvester, Wile E. Coyote, Roadrunner, Marvin the Martian and Daffy Duck.
Financial terms of the licensing deal were not disclosed.
Overall product line covers more than 100 items across 30 categories including breakfast foods, portable meals, dairy, snacks and beverages. Products are formulated based on the most recent dietary recommendations from several federal and state agencies, including the Dept. of Health and Human Services, the Dept. of Agriculture, Alliance for a Healthier Generation, as well as California's school nutrition guidelines.

Health Care Solution

LAS VEGAS -- Steve Burd, president and CEO of Safeway, gave his convincing health care presentation at the United Fresh Produce Association breakfast today, May 5.

Burd's health care plan has worked so well for Safeway, he's trying to get the country to adopt it before any national health care initiative comes about.

"The private sector can always lead for a market-based solution," he told the breakfast crowd.

Burd said his plan is to show that 30 or so private companies can adopt his system in the next 12-18 months, and then convince the future president and Congress it can work. He said he's already met with more than 60 U.S. senators about the plan, and he's gotten strong feedback.

In short, his system reduces health care costs by insuring everyone, rewarding good health while penalizing poor health choices, and makes cost and quality more transparent.

For many of us in the crowd, it was the first time we heard Burd's plan, but it surely won't be the last. His presentation is polished and convincing, and should play well nationally as he recruits more companies, especially if the expected results come through.