Disney, Birds Eye Tout Veggies

Disney has teamed with Birds Eye frozen vegetables (owned by Pinnacle Foods) to increase the number of kids consuming the recommended amount of vegetables per day by engaging them on the importance of vegetables in a well-balanced diet.

The Birds Eye Step Up To The Plate program aligns with Disney's Magic of Healthy Living initiative and will be integrated into program sponsorships and Disney's Magic of Healthy Living TRYathlon Road Tour this August and September, among other places. The partners are also planning a cross-platform sweepstakes.

There will also likely be a Disney Consumer Products component to the collaboration that will showcase Disney characters on Birds Eye packaging.