The best headline in the March 28 issue of The Packer was “Pink ribbons, monster trucks.”

Pink ribbons, monster trucks and solid gold

Chuck Robinson
Media Watch

Give no credit to the copy editor who put it on the article because that headline wrote itself. How could anyone not want to know what’s going on in that article?

The story was about the wild idea to smack an Andy Boy logo and a big pink ribbon for breast cancer research on the side of a monster truck. Just above the Andy Boy logo was the slogan “Racin’ for a Cure.”

Give credit to D’Arrigo Bros. Co. of California’s executive vice president of sales and marketing Margaret D’Arrigo-Martin and her Salinas-based company for inking a deal with Jimmy Creten, driver of the Bounty Hunter monster truck. Maybe give some credit to her 6-year-old twin boys too, who I am sure were tickled pink to pal around with Creten.

Pink ribbons, monster trucks and solid gold

Courtesy D’Arrigo Bros. Co.

D’Ariggo Bros.’ Andy Boy logo and a pink ribbon signifying breast cancer awareness is prominent on the side of the Bounty Hunter monster truck.

This event resonates with me on a couple of levels, besides the obvious one that I might still be a 6-year-old boy at heart.

When so much of marketing produce is tied up in vitamin content and health benefits, this idea grabs a hold of some wow-factor excitement not normally found in the produce department. It resonates with some of the same exuberant vibe that lit up Bakersfield, Calif.-based Bolthouse Farms’ Eat ’Em Like Junk Food campaign that was tested late last year.

Bolthouse gave carrots an edgy vibe. Rather than be an antidote to junk food, make carrots themselves junk food. Don’t eat them because they are nutritious but because they are awesome.

Back to the pink ribboned monster trucks, though — what I also appreciate is how D’Arrigo Bros. has wrapped its corporate arms around breast cancer awareness.

The company has been involved since 1999 in rasing awareness of the need for breast cancer research nonprofit organization Breast Cancer Research Foundation, New York.

Other companies have embraced the cause, for sure. The California Pear Advisory Board generously donated in 2010. Stickers last year on Eat Smart petite fresh-cut vegetable trays from Guadalupe, Calif.-based Apio Inc. encouraged consumers to buy the product and support breast cancer research. I have bought mushrooms in pink tills in a similar campaign.

Oh, but trumpeting your support on the side of a monster truck — that shows a whole other level of devotion to the cause.

D’Arrigo-Martin said the commitment to the cause has engendered loyalty among consumers to the Andy Boy brand.

Monster trucks have a loyal following too, she said, and the strength and endurance the sport requires also ties in with the health message of marketing vegetables.

D’Arrigo Bros. plans to offer samples and recipes from booths at monster truck events on the West Coast. I hope they bring the magic to regions outside the Golden State too.

E-mail crobinson@thepacker.com

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