(April 11) Disney Studios and Imagination Farms LLC are using the power of Pixar to encourage fruit and vegetable consumption among children.

“Ratatouille” — Disney-owned Pixar’s movie slated to hit theaters June 29 — is at the center of Disney and Indianapolis-based Imagination Farms latest advertising campaign, because its cooking premise supports Imagination’s desire to boost kids’ fresh produce intake, according to a news release.

“The opportunity to partner with Disney Studios on this family movie, focused on cooking was a natural tie to our mission of increasing consumption of fruits and vegetables among children,” said Melinda Goodman, marketing director for Imagination Farms in the release. “Pixar’s track record in animated films and the film’s focus of gourmet foods and cooking make this an exciting promotional venue for us.”

Imagination Farms plans to offer a comprehensive Ratatouille promotion to all U.S. retailers from May through September. It will include movie-themed packaging, a “Cook & Win” Internet sweepstakes with a culinary prize package and point-of- sale materials, the release said.

Items available with Ratatouille-themed packaging are apples from Chelan, Wash.-based Chelan Fresh Marketing and Selah, Wash.-based L&M Northwest; bananas and pineapples from Turbana Corp., Coral Gables, Fla.; blueberries and stone fruit from Reedley, Calif.-based Ito Packaging Co. Inc.; grapes from Four Star Produce, Dallas; mushrooms from Avondale, Pa.-based Modern Mushroom Farm Inc.; potatoes from Progressive Marketing Group, Los Angeles; tomatoes from Six L’s Packing Co. Inc., Immokalee, Fla.; and watermelons from Boerne, Texas-based Progreso Produce Ltd. and Custom Pak, Immokalee, the release said.

Produce, cooking theme part of Disney campaign
Apples from Chelan, Wash.-based Chelan Fresh Marketing and Selah, Wash.-based L&M Northwest are among the fresh produce items tied to the “Ratatouille” advertising campaign.