Parham Santana partnered with Sesame Street and the Produce Marketing Association to boost fruit and veggie consumption among U.S. kids and families. But how do you make the produce section as exciting as the chip or candy aisle? Pair the lovable Sesame Street Muppets with a compelling theme: eat brighter!

To spread this message, Sesame Street and Parham Santana worked together to create a marketing and licensing toolkit. It provides growers, producers, retailers and suppliers with a wide range of compelling marketing materials. These include graphics and visual elements for everything from store signage to packaging.

These free resources, designed to bring the Sesame Street Muppets and the “eat brighter!” message to stores across the country, are part of a collaboration with the Partnership for a Healthier America (PHA), which is backed by the White House and honorary PHA Chair First Lady Michelle Obama.

All the items in the toolkit are designed to be “smartly simple,” so they’re easy to use, customize and launch. Those qualities are key for growers and retailers, who are being asked to voluntarily use the materials on valuable packaging or retail signage space.

The tool kit also plays off the strength of the existing Sesame Street brand. “At these space-challenged sizes, we had the expressive eyes of the Muppets in our court,” says Maryann Mitkowski, Vice President, Director of Creative Services at Parham Santana. “Their eyes alone embody the fun, the love and the nurturing that is Sesame Street. We needed very little else to bring the campaign home.”

Parham Santana is also thrilled to complete another successful partnership with Sesame Workshop. “AHHH-MA-ZING!!!” says Theresa Fitzgerald, Vice President Creative Director at Sesame Workshop about the project. “Thank you for your brilliant thinking and bright creative.”

Look for the campaign in stores soon, follow it on Twitter with the hash tag #EatBrighter and find more details at sesamestreet.pma.com

And enjoy a sneak preview of the project right here:

First Lady Michelle Obama announces the alliance in October 2013. 

Campaign assets are flexible enough to use on signage, packaging, and POS displays.

Stickers are simple shapes that require almost no guidelines to use.

Focusing on characters’ eyes allows even very small spaces to be maximized.