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Wholly Guacamole has become the Official Guacamole and Salsa of the popular NBC series, “The Biggest Loser.” Starting with this year’s “The Biggest Loser: Couples,” the partnership will bring wide television exposure to the all-natural brand and position its Wholly Guacamole and Wholly Salsa products as healthy snack options for weight-conscious consumers.
Among the highlights of the deal are in-show integration into the program and healthier-lifestyle messaging via Wholly Guacamole. Further, Wholly Guacamole and Wholly Salsa will incorporate “The Biggest Loser” messaging on millions of boxes of guacamole and tubs of salsa throughout the year, as well as offer integrated programs on the EatWholly.com website, the Wholly Guacamole newsletter and social media programs.
According to Kim Niemi, SVP at NBC Universal Television Consumer Products Group, which with Reveille LLC, has licensed the agreement, “Wholly offers a strong combination of nutrition and flavor and provides healthy snack options for consumers.”
“Partnering with ‘The Biggest Loser’ brings great synergy between our brands,” adds Tracey
Altman, VP marketing at Fort Worth, Texas-based Fresherized Foods, which manufactures Wholly Guacamole and Wholly Salsa. “[T]his is a perfect match.”
“With our partnership with Wholly Guacamole and Salsa, we want our viewers to know there are healthy food options available that can support them around every meal or snack throughout the day,“ noted Chad Bennett, VP of brand development at Los Angeles-based Reveille LLC, part of multinational entertainment and drama company Shine Group.
Since 2007, Wholly Guacamole has focused consumer messaging on healthy eating through avocado and salsa nutrition awareness.
“The Biggest Loser” airs on Tuesdays from 8 p.m. to 10 p.m. (ET/PT).